Your multi-million dollar media spend is one of the single largest category expenditure items on your P&L
Is it giving you the impact your company deserves, both short-term and long-term?
Are its effects transparent to your CFO and the board?
When invested appropriately your media dollars will generate a tremendous return.
When spent without transparency or haphazardly the performance is likely to be questionable, or even damaging to your brand value.