With ad dollars heavily scrutinised by the CEO/CFO, agencies must give marketers ‘fire power in the boardroom’

Kalila Welch

May 8, 2023 10:19

There is a growing impetus amongst media agencies to provide their clients with tangible ROI metrics for marketers to take to their boards, amidst increasing pressure to justify spend, and many marketing roles now losing their seats at the top table.

Speaking on a panel at Mumbrella’s Audioland recently, “What a Buyer Wants From Audio” saw managing partner at Speed, Ian Perrin, national managing director of Initiative, Sam Geer, Dentsu Media CEO Danny Bass and chief investment officer at Spark Foundry, Lucie Jansen, conclude what buyers want as being as simple as delivering exactly what their clients want.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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1 COMMENTS

Wrong 10 May 23

Danny as a ceo you can’t just make it up (as a chief investment officer that’s the job!)

Australian Institute of Company Directors found that the proportion of ASX 200 companies with at least one marketing expert on their board had increased from 36% in 2015 to 55% in 2020.

Marketers are starting to dominate the board rooms

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