In this episode of #MediaSnack WINNERS, Tom Denford is joined by Fredrik Borestrom, President of the International Advertising Association (IAA) and a trusted voice in the global media and marketing community. With over 25 years of leadership experience, Fredrik brings a sharp, international perspective on the future of marketing.

Tom and Fredrik explore what the rest of the world can learn from Nordic markets — some of the most tech-forward and transparent media landscapes anywhere. They also dig into the gaps in measurement and why trust in the agency model is eroding. Fredrik shares his vision for developing the next generation of industry leaders and why local insights still matter more than ever, even in an AI-driven, global marketplace.

Learn more about IAA Global: https://iaaglobal.org
Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

The media agency landscape has entered a true Red Ocean moment — consolidation, chaos, and disruption everywhere you look. The Omnicom–IPG merger is approaching the finish line, Dentsu is dealing with a damaging cyber breach, Publicis is surging ahead thanks to aggressive AI investment, and WPP just bet $400M on Google to catch up. The stakes have never been higher for marketers deciding who to trust with their media, their data, and their future.

In this episode of #MediaSnack, Tom and David break down the latest power shifts — from agency M&A to the AI arms race — and explain what this means for brands. They outline how advertisers can protect themselves from data-security risks, avoid being collateral damage during massive agency restructures, and ensure that AI and technology actually drive growth instead of adding complexity.

Most importantly, they reveal the critical clauses every marketer needs in their agency contracts to safeguard first-party data and limit legal liability. If your agency touches your data, you need this episode.

Timestamps

 00:00 – Red Ocean chaos: mergers, breaches, disruption
 04:12 – Omnicom + IPG: what happens on Day 1
 10:28 – Dentsu’s data breach and the legal + brand risks
 15:50 – Publicis surges ahead by betting early on AI
 19:40 – WPP partners with Google — smart move or risky dependency?
 24:55 – What marketers MUST do now: data liability, AI value, tech-debt risk

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this special #MediaSnack episode, Tom Denford and David Indo revisit one of their boldest predictions: the WPP 2.0 Playbook. Originally recorded when Mark Read stepped in as CEO, the episode laid out a proposed restructure of WPP’s sprawling agency network. Now, with major changes finally underway—including the retirement of the GroupM brand—Tom and David break down what they got right, where they missed, and what it all means for media leaders today. It’s a rare moment of reflection in an industry that’s always sprinting forward—plus insight into how the same themes now shape the Omnicom-IPG merger and the future of agency holding companies.

Watch the original WPP 2.0 Playbook episode: https://www.youtube.com/watch?v=KSdrpMylNrE

How to Navigate Media Chaos and Come Out Ahead: https://www.youtube.com/watch?v=vXT0eLAI4KA

Why a Renegotiation Might Be Your Next Winning Move: https://www.youtube.com/watch?v=cWR5nZkgndM

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Explore more: https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

What does the new CEO of GroupM North America consider the biggest challenges for the media industry? What is he trying to achieve at GroupM to meet the future needs of advertisers? And what does he do in his spare time to satisfy his "need for speed"? Find out all this and more on the latest episode of #MediaSnack Meets.

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Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

My guest for this episode is Kirk McDonald - CEO of GroupM, North America, one of the world’s largest media agencies.

We ask:
1. Tell us who you are and what you do?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

Media For Business Growth: Media Operations #MediaSnack 161 by ID Comms

Media For Business Growth - #MediaSnack 160 by ID Comms

My guest for this episode is Belinda Smith, Global Head of Marketing Intelligence at EA (Electronic Arts) one of the world’s largest video game and entertainment companies. 

For the last couple of years, before she moved into her new Marketing Intelligence role, Belinda was the Global Media Director of EA and to those in the know, she has been one of the real pioneers of what has become called “the in-housing of media”. And you will learn in this episode why she detests that phrase, as do I. 

I first met Belinda a few years ago at an excellent ANA Media conference where she was speaking  about EA’s plans to build their internal media capabilities. This was in 2017 and up to that point I had not heard someone talk about in-housing (that word) with such a clarity of vision and so articulately. Since then, Belinda and her team at EA went on a fascinating journey which she details in this episode, some things worked, some did not and needed refining. It really is a masterclass for anyone thinking about how to approach in-housing of their own media operations.

If you pay any attention to the media industry then you have probably either seen Belinda at an event or you have read something she has written about media. She has also become an important voice for diversity in the industry, in 2019 being named the Diversity Ambassador for the World Federation of Advertiser and she still sits on their global media board.

I always appreciate Belinda’s view of what we all do because, in these often divided and confrontational times she approaches the industry with more humanity than I think I see in anyone else. She wastes no time dwelling on negatives and always seems to have an optimistic and pragmatic view forward. 

An Agenda For Media SIMPLICITY- #MediaSnack 158 by ID Comms

Media is a marketing discipline, not a financial exercise: #MediaSnack 157 by ID Comms

How CMOs can save media industry: #MediaSnack 156 by ID Comms

Why would you want to be a marketer in 2020? #MediaSnack 155 by ID Comms

Reviewing your media account: #MediaSnack 154 by ID Comms

In this episode of #MediaSnack MEETS, Tom Denford and Mark Ritson discuss: 

• The state of media and advertising today—and why marketers are getting it wrong 
• The power of consistency and why sticking with what works beats chasing the new 
• Why too much change is killing marketing effectiveness 

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Mark Ritson Mini MBA: https://mba.marketingweek.com/?cmpid=... 

Want to stay ahead in media? Visit https://www.idcomms.com/ 

Follow ID Comms on LinkedIn:   / id-comms  

How to manage media in a recession: #MediaSnack 153 by ID Comms

From MadMen to Walled Gardens, what has been the role of an advertising lawyer and what best guidance do they give CMOs to navigate today's complex media landscape?

What will happen in the FBI investigations into US media practices?

How can we repair trust in the advertising ecosystem?

Who better to ask than the world's best ad lawyer, Mr. Doug Wood from Reed Smith in New York. A lawyer for four decades, Doug has also been General Counsel to the Association of National Advertisers (ANA) for the last 20 years.

In this wide-ranging interview, Doug shares his expertise and experience gained from having been in the rooms where major deals between marketers, agencies and publishers have been built.

We also discuss Doug's new techno-thriller novel 'Dark Data: Control, Alt, Delete'



Episode Links:

Doug Wood LinkedIn

Doug Wood Twitter

ReedSmith Twitter

ANA contract adoption research

'The Selfish Ledger' on YouTube

Dark Data: Control, Alt, Delete by Douglas J Wood

How procurement helps CMO's deliver growth: #MediaSnack 152 by ID Comms

Marketing Procurement For Business Growth: #MediaSnack 151 by ID Comms

How To Evaluate Media Agency Performance #MediaSnack Ep. 150 by ID Comms

The Battleground For Scope #MediaSnack Ep. 149 by ID Comms

How can you make your company the best at media?

What is the roadmap and actions you need to take to transform the complex media operations of a major company?

How do you inspire success and drive change within a giant global marketing organization like Mars Incorporated?

These are just some of the amazing insights shared in this #MediaSnack Meets with Rob Rakowitz the Global Media Director of Mars, one of the world's largest advertisers. 

We get tips from Rob on:

• The role of the global media director
• How to prioritize your time to be most effective
• The importance of having CMO who is interested in media
• How to align support across a large company to drive change
• Finding motivation for successful teamwork 

Rob also shares his huge passion for promoting 'Media Sustainability' to protect the long term health of the global advertising industry.


Episode Links:

Rob Rakowitz LinkedIn

Rob Rakowitz Twitter

The Global Alliance for Responsible Media

Truth, Lies & Advertising by Jon Steel

Hooked by Nir Eyal

Space Race by Jim Taylor

Bob Hoffman, aka The AdContrarian

Scott Galloway 'The FOUR'

Rob Norman Twitter

How To Manage Agency Conflict #MediaSnack Ep. 148 by ID Comms

As the Omnicom-IPG merger continues to reshape the media landscape, Tom Denford and David Indo return with critical insights for advertisers. In this episode of #MediaSnack, they explore how the traditional agency model is shifting from service to sales, and why advertisers need to rethink their media strategies now. They break down how to update contracts, renegotiate for better value, and protect agency relationships in a post-merger world. In the How to Win segment, they reveal how even big brands are losing competitive advantage by relying on outdated media auditing and platform-driven results, and what smart marketers must do to take control, boost outcomes, and future-proof their investments.

00:14 – How Not to Lose

Why media agencies are moving from service to sales
What advertisers must renegotiate in 2025 contracts
How to protect your brand’s talent and agency relationships

10:05 – How to Win

Why big spenders are seeing small results
The three hidden risks hurting media performance
How smarter audit strategies can drive real business growth

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Learn more about navigating the Omnicom-IPG Merger: https://www.idcomms.com/omnicom
Explore Digital Control and Modern Media Auditing: https://www.idcomms.com/digital-control
Winning the Digital Pitch: https://www.idcomms.com/blog/winning-...

Want to stay ahead in media? Visit https://www.idcomms.com/

"I think we massively overcomplicate things and I don't actually think we need that much data"

Tom Goodwin, author of 'Digital Darwinism', on this latest episode of #MediaSnack Meets

Is relevance more important than personalization?

Are agencies managing decline?

And what exactly is the 'Interim of Things'?

Some of the areas we explore in this fascinating interview with one of the industry's most relentless and provocative thinkers.

Tom gives his tips for marketers hoping to manage change for the year ahead, and we also learn where one of the industry's most inspiring thinkers goes to for his own inspiration. Spoiler, it is not Forbes.


#MediaSnack Meets


Episode Links:

Tom Goodwin Twitter

Tom Goodwin LinkedIn

Zenith Media

'Digital Darwinism' by Tom Goodwin

Rory Sutherland Twitter

Scott Galloway Twitter

Maria Konnikova Twitter

Derek Thompson Twitter

Seth Godin Twitter

Faris Yakob Twitter

Restoring Trust In The Media Industry #MediaSnack Ep. 147 by ID Comms

If I was CEO of Facebook, "I'd lose billions of dollars for my shareholders" says Bob Hoffman, The Ad Contrarian
But for a good reason. "I have an immodest goal to save freedom and democracy" he says. 

You may know Bob as his alter ego The Ad Contrarian, which is a regularly updated blog which Bob founded over a decade ago. It is devoted to presenting the counter argument to the marketing industry’s obsessive narrative with technology, automation and the new shiny things. 

The increasingly popular blog has evolved into speaking engagements and a series of books, most notably Bad Men which came out in 2017. 

In this episode we find out:

• what is Bob trying to achieve
• what drives him
• when he’s going to quit (no time soon I expect). 
• what Bob would do if he was the CEO of facebook instead of Mark Zuckerberg
• what advice he would give to his marketers if he was the billion dollar CMO he frequently criticizes
• and, whilst everyone reads his books, what does HE read for inspiration

You can check the show notes for this episode at mediasnackpodcast.com including a full transcript of the interview

So. Without further delay. Please enjoy this lively (and mildly sweary) interview with The Ad Contrarian, Mr Bob Hoffman

An ID Comms Podcast

Episode Links:

The Ad Contrarian Twitter
The Ad Contrarian Blog - First Comes The Sale. Then Comes The Social.

Bob Hoffman - Bad Men
Bob Hoffman - Laughing At Advertising
Bob Hoffman - Marketers Are From Mars, Consumers Are From New Jersey

#MediaSnack - Bob Hoffman named ‘The Copernicus of Media’

John Mortimer - Rumpole of the Bailey
Bill Bryson - A Short History of Nearly Everything
Richard Fineman - Physics Lectures
Eaon Pritchard - Where Did  It All Go Wrong?
Richard Shotton - The Choice Factory
Dave Trott - One Plus One Equals Three
Dave Trott - Predatory Thinking
Michael Lewis - The Big Short
Michael Lewis - Moneyball
Michael Lewis - Liar’s Poker

Is Money Still The Decision Factor In Media Pitches? #MediaSnack Ep. 146 by ID Comms

What does it take to put on a global media conference? How do you keep on top of global trends and decide what to prioritize and put on the agenda each year? 

Jeremy King, CEO of The Festival of Media shares the months of planning that go into each of their Festival events. If there's one person that sees the macro changes in the industry so closely each year it is Jeremy. 

Learn why Jeremy has been such a passionate advocate for inclusion and diversity in the industry and the role that the Festival has played in raising that agenda onto conference stages around the world and inspiring the whole media industry to make change. 

Episode Links:

Festival of Media website
http://www.festivalofmedia.com/global/

Festival of Media twitter
https://twitter.com/FestivalOfMedia

Jeremy King twitter
https://twitter.com/jeremyking05

What Is Media Auditing And Why It Needs To Change: #MediaSnack 145 by ID Comms

How Do Agency Volume Deals Work: #MediaSnack 144 by ID Comms

In this episode of #MediaSnack Meets, Tom Denford sits down with Vinny Rinaldi, VP of Media and Marketing Technology at The Hershey Company, where he oversees media planning, buying, martech, and digital innovation across one of the world’s most iconic brand portfolios. Vinny shares what it takes to build a high-performing, forward-thinking media function inside a modern CPG organization—and why success comes down to aligning media strategy with real business goals. They explore the biggest challenges facing marketers today, from the myth of cheap reach to the need for effectiveness-focused measurement. Vinny also reflects on taking the leap from agency to client-side leadership, shares advice on patience and curiosity, and explains why redefining partnerships will be key to the industry's future.

 00:30 – Meet Vinny Rinaldi
 01:04 – What Vinny Does at Hershey
 03:17 – How to Succeed in Modern Media
 07:31 – Big Challenges in Media Today
 09:49 – Solve Business Problems, Not Media Problems
 10:45 – Leadership Advice: Patience and Curiosity
 12:10 – Life Outside Media: Hockey Dreams
 13:28 – Rethinking Media Partnerships

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.
You can find Vinny Rinaldi on LinkedIn:  https://www.linkedin.com/in/vinny-rinaldi-62953610/
Learn more about The Hershey Company: https://www.thehersheycompany.com

Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms

Everything you wanted to know about ad fraud but didn't know who to ask or even what to ask...Don't suffer from FOFO (fear of finding out).

This extended #MediaSnack Meets with Dr. Augustine Fou lays out the key parts of the ad fraud challenge and gives marketers the priority actions you can take right now to better protect your media investments from fraud. 

Dr. Augustine Fou is a leading ad fraud researcher and one of the most widely published and quoted authorities in the space. 

We get back to basics to learn:

• Who are the bad guys?
• Where does all the money go?
• How big is the problem really, who should we believe?
• If you get rid of fraud do media prices go up?
• How can you work directly with publishers?
• How does ad fraud actually work in technology?
• How can you use Google, facebook and YouTube more effectively to cut fraud?
• What should you be asking your media agencies to do to help?

Episode Links

Dr. Fou LinkedIn

Dr. Fou Twitter

Dr. Fou SlideShare

Dr. Fou's Report on Ad Fraud and Cyber crime

How Media Directors Drive Business Growth #MediaSnack 143 by ID Comms

The most important thing for successful marketers to grow is by being BRAVE, says Gemma Greaves in this wide-ranging interview in New York.

She has expanded The Marketing Society around the world and recruited some of the world's best CMO's as leadership.

We find out what motivates her, where does she find her inspiration and mentors?

Episode links:

The Marketing Society website
https://www.marketingsociety.com/

The Marketing Society twitter
https://twitter.com/themarketingsoc

Gemma Greaves twitter
https://twitter.com/gemmahgreaves

What exactly is Ad Fraud, how big a problem is it, how does it happen and what can advertisers do about it? 

Just some of the questions answered by the 'Ad Fraud Crusader' Shailin Dhar, the founder of Method Media Intelligence. 

Learn how Shailin accidentally got into the ad fraud business, creating sites and selling counterfeit traffic to advertisers. He then realized his calling was to switch the good side and created a company to advise advertisers on how to minimize their risks to fraud. 




Episode Links:

Method Media Intelligence website
https://www.methodmi.com/about/

Method Media Intelligence twitter
https://twitter.com/method_mi

Shailin Dhar twitter
https://twitter.com/ShailinDhar

Bad Men by Bob Hoffman (Amazon)

https://www.amazon.com/BadMen-Advertising-Minor-Annoyance-Menace/dp/0999230700 

The Attention Merchants by Tim Wu (Amazon)

https://www.amazon.com/Attention-Merchants-Struggle-Inside-Heads/dp/1782394850 

Thinking Systems by Donella Meadows (Amazon)

https://www.amazon.com/Thinking-Systems-Donella-H-Meadows/dp/1603580557 

The Donella Meadows Project - Academy for Systems Change (link)

http://donellameadows.org/archives/leverage-points-places-to-intervene-in-a-system/ 

Marketing’s GROWTH Agenda For 2019: #MediaSnack 142 by ID Comms

The Top 10 Review Of The Year 2018 #MediaSnack 141 by ID Comms

Finding The Right Media Agency PART 2 - Investment Exercise: #MediaSnack 140 by ID Comms

As the media industry braces for the impact of the Omnicom-IPG merger, advertisers face a shifting landscape filled with both risk and opportunity. In this episode of #MediaSnack, Tom and David unpack the real implications of the merger—whether you're with Omnicom, IPG, or any other agency group. They introduce a practical four-quadrant framework to help advertisers understand where they stand and what actions to take. Then, in the How to Win segment, they tackle why brands need to shift their thinking from chasing cheap media to prioritizing quality and effectiveness—and how to stress-test your agency relationships and audit practices to make smarter media decisions in 2025 and beyond.

01:04 – How Not to Lose

• What the Omnicom-IPG merger means for advertisers of all types
• A strategic framework for navigating uncertainty
• Why most advertisers should renegotiate—not pitch

12:04 – How to Win

• How to avoid the hidden costs of cheap media
• Modern media audit strategies that actually work
• Why effectiveness—not discount—is the new metric for success

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Explore the Omnicom-IPG Merger Hub: https://www.idcomms.com/omnicom

The High Cost of Cheap Media:  https://www.idcomms.com/blog/the-high-cost-of-cheap-media

Winning the Digital Pitch: https://www.idcomms.com/blog/winning-the-digital-pitch

💡 Want to stay ahead in media? Visit https://www.idcomms.com
🔗 Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

How To Find The Right Media Agency: #MediaSnack 139 by ID Comms

How can you be an effective media director in a complex and fast-moving media industry? 

This is just one of the insights shared in this #MediaSnack Meets with Gerry D'Angelo the Global Media Director of P&G, the world's largest advertiser. 

We cover a lot of ground quickly in this special episode and Gerry shares a ton of his wisdom and insight learned through 20 years rising to the very top of the industry. 

• What does a Global Media Director do?
• How ad fraud is still a major concern for advertisers
• You should treat a media budget like your own money
• How to manage internal stakeholders and improve their knowledge of media
• The importance of defining your company's operating model for media within the marketing organization
• The challenges and opportunities that come with corporations placing increased scrutiny on how media dollars are invested
• How marketers are approaching the threat of 'direct to consumer' brands
• What are the skills that make a good modern media director?
• Gerry's approach to the trend for in-housing

Finally, we discuss whether, in a world in which media will increasingly be bought in a biddable / auction process, large scale still matters to large advertisers or will they lose their competitive advantage?


Episode links:

Gerry D'Angelo LinkedIn

Gerry D'Angelo Twitter @gerrygdangelo

How Brands Grow by Byron Sharp

Interview with Gerry D'Angelo at Festival of Media - May 2017 - Media Transparency: Clean up the Supply Chain to Invest in Growth

This episode is all about marketing innovation. Marketers say they want to "innovate" but what does that actually mean? 

Typically this can mean a brand partnering with an innovative startup in their category, learning an exploring together. 

But how can the world's leading brands find the right startup businesses to partner with before they miss out get disrupted by them?

...and why didn't Ford buy Uber?

Meet "Mr. Marketing Innovation" Fred Shonenberg, the founder of VentureFuel, an innovative New York firm helping leading marketers to find and partner successfully with startups.

In this episode, we learn from Fred

• How can you filter out the best startups to partner with brands, with over 2 million startups to consider?
• What makes a strong startup partnership with a brand?
• When to partner and when to acquire a startup?
• How do you start on an innovation track?

Episode Links:

Fred Schonenberg on LinkedIn

VentureFuel Inc website

VentureFuel Insights on Twitter

Facebook in crisis. What now? #MediaSnack 138 by ID Comms

Marketers need to collaborate with FBI: #MediaSnack 137 by ID Comms

#MediaSnack Ep. 136: Let's Talk About Agency Marketing by ID Comms

#MediaSnack Ep. 135: The DoJ Subpoenas US Media Agencies by ID Comms

#MediaSnack Ep. 133: 50% Of In-Housing Will Fail by ID Comms

In this episode of #MediaSnack Meets, Tom Denford sits down with DJ Perera, Chief Media Officer at the Ad Council, the nonprofit behind some of the most iconic social impact campaigns in the U.S. With a background in both agency and corporate media, DJ brings a unique perspective to what it takes to build high-impact, message-driven campaigns in today’s evolving media environment. She shares insights on navigating the shift from commercial to purpose-driven media, how to drive results with donated inventory, and what media leaders can learn from the nonprofit world. DJ also reflects on the launch of Love Your Mind World—an innovative mental health campaign on Roblox—and offers thoughtful advice on leadership, change, and finding joy in the work. 

00:00 - DJ’s Role at the Ad Council

02:14 - Career Highlights and Big Wins 

03:55 - Challenges in the Media Industry 

05:23 - Leadership and Career Advice 

06:46 - Outside the Office 

07:32 - Looking Ahead 

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results. 

You can find DJ Perera on LinkedIn: https://www.linkedin.com/in/djperera 

Learn more about the Ad Council: https://www.adcouncil.org/ 

Want to stay ahead in media? Visit https://www.idcomms.com/ 

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

When media pitch is a bad idea - #MediaSnack 132 by ID Comms

Mark Read should RESIGN Ford - #MediaSnack 131 by ID Comms

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