The make-up of marketing departments is changing. We now have titles such as digital scientists, head of editorial content and information officers, to name a few. But what about ‘Head of Media Buying’?
The emergence of specialist platforms that are harnessing AI to make buying recommendations across digital, social, print, outdoor and TV is challenging the conventional model.
Will brands take their media buying from external vendors to in-house talent? Or is digital media planning and buying a complex and specialist service that only agencies can provide? If the latter, then how can collaboration between the two improve?
Carl Erik Kjærsgaard, CEO and Co-Founder, Blackwood Seven
Duncan Trigg, Managing Director, Media, OLIVER Agency
Adam Ray, Global Head of Programmatic, Mindshare