IAG increases media oversight, moves more programmatic in-house

Insurer IAG has created a new position for a ‘senior media executive’ to have oversight over its media buying and spend within its new Customer Labs division.

IAGThe company, whose brands include NRMA and CGU, is currently advertising for the position which aligns very closely with the chief media officer role recommended by a US ad association transparency report, last week, and comes at the same time the company is moving much of its programmatic offering in-house.

Among the responsibilities of the new role are assisting its master media negotiations, providing recommendations for media spend and ensuring “that media and agency partners are delivering as required and in an ethical fashion”.

the Mediacom misreporting scandal in 2014eventually moved media agencies within GroupM into Mindshare

The move comes after a restructure in late 2015 which saw Julie Batch appointed chief customer officer and charged with heading the Customer Labs division. 

IAG is also recruiting for a programmatic media buyer to “lead the transition from agency-managed programmatic to in-house” and then manage and optimise the campaigns and publisher relationships.

Batch: IAG is seeking to leverage its data

“We are passionate about leveraging our data and insights to deliver world-leading customer experiences, so it is a natural progression to create a programmatic trading desk in-house as we become increasingly data-driven,” Batch told Mumbrella.

“Developing our in-house expertise will help us to build and optimise IAG’s programmatic channels, enabling us to deliver more targeted and personalised interactions for our customers.

“The move is supported by our current agency partners who will continue to work with us through the transition.”


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