Brands need to be agile, nimble and highly responsive to the shifting expectations of people.
That is opening up a growing debate amongst brands about the shape and skill sets required within the brand team and across the organisation as a whole.
Paul Bay (founder, citizenbay & citizensound) and Bernhard Glock (founder, Media Leadership Company) discuss the present role of the brand's Media Director, and how this role may evolve in the near future.
For those companies who are not in a position to have a full time Media Director (which is a lot of you), we also have some thoughts that might be of use...
Comments as ever really appreciated.