The head of Australia’s largest media agency, Mark Lollback, chats about disruption, the evolution of ROI, social media ad metrics, and the future of “misunderstood media channels” in this episode of Press Play. Mr Lollback joined GroupM as CEO earlier this year after holding a number of CMO roles at Pepsico, ANZ Banking Group and, most recently, McDonald’s. He describes himself as “the client CEO” and says his past jobs have taught him that agencies need to understand their clients’ commercial challenges. “We probably don’t understand as much on (the agency side) of the pressures that CMOs are under today,” Mr Lollback says. “They would spend 5 per cent of their life on media. The rest of their life is managing stakeholders, managing teams, managing innovation...and we need to appreciate that.”
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