ID Comms has highlighted the power of a Chief Media Officer to bring greater accountability
to media spend at big advertisers in its latest report on the state of industry training.
The findings of The ID Comms 2022 Global Media Training Report were covered by The Drum, which showcased not just the need for a Chief Media Officer but also the broader challenges faced by advertisers in making sure teams had the skills to deal with the growing complexity of the media landscape.
The role that a chief media officer can play in helping brands up their game was the focus of reports in WARC and MediaPost, citing ID Comms experience that a CMO – even if they don’t have the exact title – will help boost capabilities in this area.
Finally both MediaPost and Inside Radio highlighted the general lack of investment in training, found by ID Comms research, noting that the lack of media skills in marketing teams has been well known.