The Media Leadership Committee, West Coast Chapter is for members with a senior-level role leading integrated media strategy within their organizations. The committee will take a holistic, channel neutral approach to media with a focus on the media types of most interest to members. We will drive industry thought leadership, share best practices and expertise, and facilitate discussion and topics to inform better decision making. The committee will provide a forum for members to elevate themselves and their respective organizations via interaction with their peers (i.e., the media leaders at some of the most important companies in the world!), as well as an outside perspective from invited guests.

Note that this committee was formerly the TV & Video Committee (based in New York) and the Media Committee (based on the West Coast).

Committee Chair: Alison Fowler, Managing Director Brand Strategy and Activation for Digital Channels, Charles Schwab & Co, Inc.

Discussion Topics

• The multi-media marketplace (e.g., supply/demand, inflation)
• Cross-platform programs 
• Emerging media opportunities
• Global media issues 
• Media agency relationship management
• Media measurement
• Organizational structure for internal media management
• Procurement's role in media buying

Industry Initiatives/Research

Brand-Specific Commerical Ratings-Benefits and Solution Providers: Earlier this year ANA convened the Commercial Ratings Summit, and then a follow-up webinar, to discuss solutions that could help facilitate the availability of brand-specific commercial ratings for television. Those events featured presentations from eight companies: comScore, INVIDI Technologies, Kantar Media, Nielsen, PrecisionDemand, Rentrak, Simulmedia, and TRA. ANA released a new white paper "Brand-Specific Commerical Ratings-Benefits and Solution Providers" which highlights solutions from these respective companies for brand-specific commercial ratings, including case studies, and helps continue the industry dialogue on this issue. The white paper can be found here.

ICANN:  The ANA has detailed major flaws in the proposed ICANN program that would permit applicants to claim virtually any word, generic or branded, as Internet top-level domains.  More information can be found here.

3MS (Making Marketing Make Sense):  3MS is an industry-wide initiative to improve cross-platform comparability through improved digital metrics and standards, particularly focused on supporting brand advertising.  More information can be found here.

Harnessing the Power of Newer Media Platforms for More Effective Marketing. Third Edition:  In November, 2011, ANA released Harnessing the Power of Newer Media Platforms for More Effective Marketing, which details the findings of an online survey of client-side marketers.  This is the third edition, with past studies conducted in 2007 and 2009. The survey objective was to analyze the use of newer media platforms, such as search, social networks, podcasts, blogging, and more. The study addressed marketers' usage of new media, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.  More information can be found here.