The Evolving Role of Paid Media in Brand Strategy

The perception of paid media within brand organizations has significantly evolved, transitioning from being viewed merely as a cost center to being recognized as a critical investment. Executives now understand that the amount invested in media directly affects brand growth, health, and saliency, leading to ongoing discussions at board levels. As brand leaders like Sarah Mansfield emphasize, this correlation has made media investment an integral part of strategic conversations in companies. This change is partly attributed to the growing accountability in marketing, making it essential for media specialists to present clear metrics demonstrating media’s value to the business.