Mediabrands raids Australia again taking Charles Godbold for global media auditing role

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One of Australia’s leading media auditors Charles Godbold is to depart Australia after being tapped for a global role within IPG Mediabrands.

Godbold who cofounded media auditing firm Faulkner Godbold, which became Faulkners Media Management after his departure in 2002, is the latest in a string of talent raids on the Australia market by recently installed IPG Mediabrands global CEO Henry Tajer. 

He will take on the role of global director, media intelligence systems – responsible for benchmarking the group’s TV and digital spend to ensure it is competitive, and will be based out of London.

He joins John Sintras and Di Richardson who were both poached from Starcom Mediavest for overseas roles and Mediabrands’ own Travis Johnson – who was tapped for global head of mobile – and the boss of its programmatic platform Cadreon Marc Lomas, who has also been tapped for an international role. GroupM investment director Danny Bass has been appointed CEO at IPG Mediabrands locally, with former Mediacom CEO Mark Pejic taking control of its Melbourne operations.

Godbold has most recently been running his own consultancy Goldbold Pty Ltd providing solutions for a variety of businesses, including developing IP for media analytics.

In a statement Henry Tajer commented: “Hiring someone of Charles’s calibre is undoubtedly a coup for us and his appointment brings us the dual advantage of world-class knowledge, combined with world-class benchmarking technology.

“His hire is the epitome of our business philosophy to place the best people in key roles to further strengthen and differentiate Mediabrands’ offerings in the rapidly-changing field of media. Quite simply it makes us a more dynamic organisation.”

Godbold has over 20 years’ experience in media auditing, going on to found auditing firm Mediasenz after leaving Faulkners, which was eventually sold to Accenture.

“I’ve always been passionate about the role of media, having worked in the media departments of leading agencies around the globe and then having had the opportunity to follow my interest by developing my own software and systems to discover the best and most innovative new approaches,” said Godbold.

“Mediabrands is certainly the right place for me to continue to develop and apply best practice techniques”, with the advantage that we can seamlessly dovetail our technology with other Mediabrands innovations.”

Nic Christensen 


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