#mediasnack

In this episode of #MediaSnack Tom and David look at the vexed issue of accountability and how brands and agencies ensure they can truly track their media efforts, efficiency and effectiveness.Accountability is they argue the third pillar of the 2017 change agenda that could push media up the corporate ladder, improve its reputation and cement its power as a driver of business growth.Tom and David answer three questions about the challenges of accountability.Question 1 from a media director: We've been following pretty traditional audit-based tracking of our media spend. Does this still make sense? And if not, how do we make a transition to a different set of metrics for media?Tom and David argue that while the audit will always be important, it is not the only indicator of success. As a media director you need to make sure that your media investment is working as hard as possible, and the audit is only one element of that. A greater focus should be on making sure that planning and strategic thinking is held