TV Exec Dodges Accountability, Media Compensation Stupid
Is a rousing session at yesterday's ANA Television Advertising forum, CBS CEO Les Moonves said accountability is "not our job." While that comment rankled many in the audiences, he's right. The networks are just a channel through which marketing messages are shoved. Managing that process and the management of post analysis rests squarely on the shoulders of agencies and marketers. Of course, it's best when networks help enable.
At the same session Publicis's Rishad Tobaccowala cited the seven percent of Publicis media spend takes between 20 and 4o percent of time to manage and called the current method marketers compensate media agencies "stupid." And who says conferences are boring?