Measuring media, traditional or new, has been amongst key concerns for the industry, and specially marketers, because lack of robust and credible measurement metrics and systems can hamper the growth of new media such as mobile and other digital platforms and create confusion for traditional media such as television, radio and print.
Stephen White, Founder and Chairman, EMM International, a global media management performance and auditing consultancy, will delve further in this subject at the exchange4media Conclave, presented by Jagran on October 22, 2012 in Delhi.
Since its launch in September 1993, EMM has grown to become one of the four major media auditing companies operating worldwide. In November 2011 White launched EMM India (and is also its Chairman), a joint venture between Indraksh Media and Management Services and EMM International.
Before founding EMM International, White was a Director of Aegis Group plc and represented the Group on a number of the operating companies’ Boards in Europe, including the position of CEO for Carat Scandinavia and Carat Netherlands, and Chairman of BBJ (now Vizeum) in the UK. During this period he played a key role in building the foundations that led to Carat becoming Europe’s number-one media specialist, including leading the team to win Carat’s first multinational account (the Walt Disney Company in 1991).
His long relationship with Aegis effectively started in 1979, when he helped to create the Wight Collins Rutherford Scott (WCRS) agency as a founder Director and Media Director. Subsequently he was appointed Worldwide Media Director of EWBD in 1986, as well as becoming deputy chairman of the UK agency. He started his career as a trainee with Unilever working with frozen foods and soap powders. He joined Lintas (then owned by Unilever) as a media planner/buyer. He then joined McCann-Erickson and transferred to McCann’s New York office as a media manager, returning a year later to become founding Director and Media Director at Harrison McCann.