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

Latest Videos

More Videos

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

Blog Posts

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Why CMOs need a clear voice strategy to connect with their customers

Now more than ever, voice presents a clear opportunity to add value to an organisation in many ways. Where operational efficiencies are scrutinised, budgets are tighter and discretionary consumer spend at a low, engaging with an audience is difficult.

Guy Munro

Head of innovation and technology, Paper + Spark

Sign in