Will 2017 be the year media expertise makes marketing famous?

One of the major takeaways from a year riddled with one media transparency scandal after another is that it has pushed the debate on the value of media higher up the corporate agenda for 2017.
Now, it’s more likely for the world’s biggest ad spenders to (at least) consider if they should wrestle back control of a task they traditionally abdicated to agencies. Rather than only concern themselves with what needs to be spent to reach the biggest audience, executives are realising that t