Nadia Shchipitsyna
By Nadia Shchipitsyna
Aug 26, 2016 2:00:00 PM

#MediaSnack Ep. 40: What Does A Chief Media Officer Really Do?

 

On this episode of #MediaSnack we meet with Pete Mitchell who is amongst the world’s most experienced and well-traveled media professionals. For the last couple of years, Pete has been part of Mondelez' highly respected global media team under the stewardship of Chief Media Officer Bonin Bough (now departed to a new career as a TV presenter) and the legendary CMO Dana Anderson.

Pete has been based in Europe, Asia and the US over the years but is now back in London. We got together to discuss three main themes:

What does Pete think about the much discussed Chief Media Officer role, what does it look like, what skills are needed to succeed?

How likely are brands going to be bringing media capabilities into their organisation, what talent and resources is going to be required within brands? And how does this potentially change brands' relationships with media agencies?

What is required for brands to move to a content rather than paid media strategy and is it realistic to aim to monetize brand content, making marketing a profit centre rather than a cost? At Mondelez, Bonin also had oversight of eCommerce, is this a trend likely to be repeated elsewhere?

The Chief Media Officer role was one recommended by the Association of National Advertisers (ANA) in their Media Transparency Guidelines this year as a way brands should look to see media as an investment in growth rather than a cost to be managed downward. The ANA highlighted serious gaps in capability within brands to properly oversee media investments.

The summary from our conversation with Pete is that the Media Officer role is a broad and complex one. But, is it too much for one person?