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MEDIA FORUM: Is the future bright for client media controllers?
John Blakemore, one of the first client media controllers, is now retiring. How much has the role evolved over the years, Alasdair Reid asks.
John Blakemore admits it's sometimes scary when he looks back, but he's been working on the Beecham's media business for more than 30 years. The relationship began at Masius Wynne Williams when he joined in 1971 and continued to flourish when he moved to Ogilvy & Mather. And when O&M lost its Beecham's accounts to Grey in one of the early media centralisations, Blakemore consolidated his own position on the business not by jumping ship to Grey but by going straight to the source itself, joining what was then SmithKline Beecham as its media controller.
He wasn't the first person to bring agency media department expertise to the marketing department of a major advertiser but he was one of the first to be given the task on a formal, dedicated and exclusive basis This new post was a response to the sort of consolidation pressures in the economy as a whole that had created SmithKline Beecham in the first place and ultimately GlaxoSmithKline.
The group's consolidated ad budgets needed looking after in a more structured way - and what's more, the centralisation of its media into one supplier meant that its media partner was no longer subject to competitive pressures.
So one of the requirements was to make sure that the promised benefits of centralised media were actually being delivered.
Things, we assume, have moved on since then. After all, Blakemore has lived through interesting times, witnessing the rise of the media auditor on the one hand and the growing involvement of the procurement director on the other.
So, in the week that Blakemore retires, it's perhaps time to assess the status of the client media controller. Are client media people needed more now than ever before? Will we see more of them, and with more power, or is the role being squeezed by the procurement people from inside and media auditors from outside?
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