MEDIA FORUM: 2015 Year in Review

MEDIA FORUM: 2015 Year in Review

4 minute read

2015 saw global ad markets rise by 4% to over $540 billion.

Article details

  • Author:WFA


1 January 2016
Digital was the biggest benefactor, particularly mobile. In the next three years mobile is expected to contribute 87% of all new ad dollars to the market and become the second biggest medium after TV.2015 marked the year that ad fraud stole the headlines. WFA conducted a detailed study on the challenges and held a bespoke session in London. Latest reports suggest $1 in every $3 spent on digital media is fraudulent. Many suggest the figures are higher still.

78% of MEDIAFORUM members agree that the structures and systems in place in the digital ecosystem help perpetuate fraud. Programmatic buying must be singled out: greater automation amounts to more fraud.

Media agency models came under greater scrutiny than ever: sessions held in India, China and the UK closely considered which agency model provides maximum integration, transparency and control.

Finally, 2015 will be remembered for when transparency concerns reached tipping point in the US. Our own ‘Future of Media Agencies’ panel in London, involving three agency heads, looked to resolve some of the inherent tensions between agencies and clients and will be repeated in 2016.

MEDIAFORUM in numbers:

  • 6 meetings

  • 5 countries

  • 3 continents

  • 171 meeting attendees

  • 623 total contacts

  • 67% of Media Forum survey respondents reporting exposure to ad fraud

  • 20+ benchmark or research requests

  • 4 seminal white paper studies

  • 359 benchmark / research responses

2015 attendees:

  • Jason Adamski, Ferrero

  • Vineet Agrawal, Brown-Forman

  • Atul Agrawal, TATA Group

  • Diana Altmann, Shell International Petroleum Company Ltd

  • Martin Antony, McDonald's Corporation

  • Tejas Apte, Unilever

  • Lewis Au, Bayer Healthcare

  • Rashmee Bandela, Johnson & Johnson

  • Sital Banerjee, Philips General Purchasing

  • Didier Beauclair, Union of Advertisers

  • Sarosh Bharucha, Johnson & Johnson

  • Sarah Bohaboy, RB Plc.

  • Manuela Botelho, APAN (Portugal)

  • Keri Bruce, Reed Smith

  • Vincenzo Brugaletta, LUXOTTICA

  • Mark Butterfield, Boehringer Ingelheim GmbH

  • James Button, LEGO Group

  • Gunseli Cakici, Procter & Gamble

  • Americo Campos Silva, Shell International Petroleum Company Ltd

  • Chris Carmichael, HSBC

  • Wendy Chan, LVMH Moët Hennessy - Louis Vuitton

  • Charlie Chappell, Hershey Company

  • Vural Cifci, Emirates Group

  • Zvi Cole, Beiersdorf

  • Daniela Cordua, IKEA

  • Siobhan Crowe, RB Plc.

  • Tim Cunningham, Bayer Healthcare

  • Gerry D'Angelo, Mondelez International

  • Judy Davey, Association of Canadian Advertisers

  • Nuria De Andrés Santos, Telefonica S.A.

  • Allard De Wijkerslooth, Heineken

  • Sudhan Deo, Amazon

  • Chinar Desai, McDonald's Corporation

  • Caroline Devys, LEGO Group

  • Daniele Diano, Procter & Gamble

  • Danny Duan, Hershey Company

  • Rajiv Dubey, Dabur

  • Alex Duffy, LUXOTTICA

  • Bill Duggan, Association of National Advertisers Inc.

  • David Ellison, Incorporated Society of British Advertisers

  • Lucy Elvin, Procter & Gamble

  • Kiki Fang, Ferrero

  • Harold Fernandes, Colgate-Palmolive Ltd

  • Sophie Fonteney, LVMH Moët Hennessy - Louis Vuitton

  • Loveleen Gajria, L'Oréal

  • Julia Garrod, Incorporated Society of British Advertisers

  • Joanne Gendle, Diageo

  • Bincymon George, Ferrero

  • Mary Gerzema, The Estée Lauder Companies Inc.

  • Raj Gopal Iyer, Infiniti Retail, Croma (TATA)

  • Marni Gordon, Association of National Advertisers Inc.

  • Géraldine Grümmer, Orange

  • Taide Guajardo, Procter & Gamble

  • Giorgia Guasti, Procter & Gamble

  • Hara Harakrishnan, ISA (India)

  • Anthony Ho, Mondelez International

  • Julie Hollander, PepsiCo

  • Matthew Hotten, Jaguar Land Rover

  • Santosh Iyer, Daimler

  • Ben Jankowski, MasterCard Worldwide

  • Ivan Jennings, Colgate-Palmolive Ltd

  • Steffen Jensen, LEGO Group

  • Sophia Jia, SAP

  • Phyllis Joseph, Unilever

  • Andrew Jung, Scotts Miracle Gro Company

  • Franziska Kaiser, Shell International Petroleum Company Ltd

  • Nadine Karp McHugh, L'Oréal

  • Patti Kim, Live Nation

  • Klaus Kindelmann, Novartis International

  • Martin King, Kellogg Company

  • Danielle Koffer, Colgate-Palmolive Ltd

  • Beena Koshy, Bajaj Electricals

  • Istvan Kozari, Vodafone Group Services Ltd

  • Rohit Kripalani, TATA Capital Financial Services

  • Swapnil Lal, Infiniti Retail, Croma (TATA)

  • Fiona Lam, Volvo Cars

  • Bernd Larsen Linde, LEGO Group

  • Stella Lee, LVMH Moët Hennessy - Louis Vuitton

  • Sean Lee, The Coca-Cola Company

  • Denise Leo, SAP

  • Xiao Li, China Association of National Advertisers

  • Wendy Li, Intel Corporation

  • Lei Li, Mars

  • Kate-Sh Li, Unilever

  • Lisa Lilley, Shell International Petroleum Company Ltd

  • Ulrich Loechner, Daimler

  • Santiago Lopez, Novartis International

  • Gerhard Louw, Deutsche Telekom AG

  • Gokul Luwang, Anheuser-Busch InBev

  • Sandy Ma, GlaxoSmithKline

  • Kevin Ma, Hershey Company

  • Conor MacLoughlin, Mondelez International

  • Rubina Malbari, The Estée Lauder Companies Inc.

  • Denisa Maluskova, Swarovski Group

  • Vasso Margelou, Deutsche Telekom AG

  • Atit Mehta, Sequoia Capital

  • Bhavana Mittal, GlaxoSmithKline

  • Katharine Joy Newby Grant, Procter & Gamble

  • Angela Ng, LVMH Moët Hennessy - Louis Vuitton

  • John Pain, BP plc

  • Bharat Patel, ISA (India)

  • Valentina Pattenati, SAP

  • Jan Worre Pedersen, Arla Foods

  • Simon Peel, adidas AG

  • Aki Peipenburg, Volkswagen AG

  • Antje Pfannenschmidt , Mazda

  • David Porter, Unilever

  • Bill Reese, RB Plc.

  • Franck Ricard, Bayer Healthcare

  • Mark Rose, BP plc

  • Samantha Royston, Jaguar Land Rover

  • Sylvie Schnaier, Johnson & Johnson

  • Sonia Serrao, TATA Global Beverages

  • Yash Sharma, Procter & Gamble

  • Namita Shenoy, Colgate-Palmolive Ltd

  • Gaurav Singh, Unilever

  • Anamika Sirohi, Nestlé

  • Andreas Sjöberg, IKEA

  • Cindy Song, BP plc

  • David Strome, LVMH Moët Hennessy - Louis Vuitton

  • Tamas Szabo, Deutsche Telekom AG

  • John Thekanady, McDonald's Corporation

  • Marion Thouvignon, TomTom International BV

  • Marco Trezzi, SAP

  • Alberto Tucci, Ferrero

  • Namitha Utham, Emirates Group

  • Deepshikha Vasishta, BP plc

  • Ragha Vendran, Shell International Petroleum Company Ltd

  • Sal Vitale, Johnson & Johnson

  • Alberto Vivaldelli, Italian Advertisers Association

  • Paul Walder, Volvo Cars

  • Orinna Wang, General Mills, Inc.

  • Bob Wootton, Incorporated Society of British Advertisers


  • Ronnie Xue, Daniel Swarovski Corp. AG

  • Brian Xue, Johnson & Johnson

  • Eric Yi, Boehringer Ingelheim GmbH

  • Mei Yu, Johnson & Johnson

  • Mike Zhang, Kimberly-Clark

  • Julianne Zhu, Pernod Ricard

What will 2016 bring?

A credible overall baseline for ad fraud will be established, with accurate local data available for some markets.

For more information, contact Matt.

Article details

  • Author:WFA


1 January 2016