KPMG adds Media Value Advisory to growing CMO Advisory practice

Consulting giant recruits former Zenith MD to head up latest specialty unit

Hot on the heels of launching a Social Media Advisory group, KPMG Australia has brought on former Zenith managing director, Karen Halligan, to lead a new Media Value Advisory practice focused on the rapidly changing media, publishing and advertising landscape.

The new media unit sits under KPMG’s Customer, Brand and Marketing Advisory, which officially launched late last year and is led by Carmen Bekker. Its remit is to provide independent, informed and optimised investment advice across the media value chain by tackling issues such as technology change, disintermediation and measurement. The Media Value Advisory practice will operate in both Sydney and Melbourne.

Halligan joins as director, after spending 20 years covering media buying, strategy and optimisation professionally. Her resume includes agency roles at Zenith, Mediacom and Universal McCann, along with in-house roles at South Cross Austereo and Coca-Cola.

KPMG Customer, Brand and marketing Advisory partner-in-charge, Paul Howes, said the launch of Media Value Advisory is a direct response to the boardroom needs of clients.The group pointed out $15 billion is estimated to be spent on on advertising each year in Australia.

“Between Carmen’s extensive global experience and Karen’s leadership in the Australian media landscape, the new team is well equipped to help clients navigate the challenges of the media landscape,” he said.

Halligan said the focus is on both local and international organisations and advertisers as well as publishers.

“The Australian media industry has been my passion for over 20 years, and there has never been a more exciting time to be a part of this industry as it continues to evolve,” she commented. “I look forward to bringing the expertise and capabilities of KPMG to this exciting sector.”

It's a tumultuous time for the digital advertising industry, which has been wracked by a lack of transparency, inefficiencies, and brand safety concerns. Just last week, Unilever CMO, Keith Weed, took another swipe at the ongoing challenges the media supply chain faces, suggesting the FMCG giant may boycott goliaths, Facebook and Google, for failing to protect consumers and brands from extremist content on their platforms.

Read more: Industry weighs up ramifications of Unilever removing Google, Facebook digital ad budgets

Halligan joins a host of well-known faces in KPMG’s rapidly expanding marketing services division, including former Virgin Australia chief customer officer, Mark Hassell, ex-Google staffer, Lisa Bora, former Acuity executive, Amanda Hicks, and former One Green Bean director, Louise Pogmore.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in