KPMG Australia has appointed former Zenith managing director Karen Halligan to lead a new Media Value Advisory practice that will help clients navigate the changes and challenges in the media, publishing and advertising industries.
Announcing the appointment, Carmen Bekker, partner, KPMG Customer, brand and marketing advisory said: “With Australian ad spend valued at over $15bn, the media value chain is more important than it has ever been to our clients. KPMG Media Value Advisory is responding to a global need by providing advertisers, publishers and agencies with advice and direction in an increasingly challenging environment. We see a lot of inefficiencies in the media ecosystem that benefit no-one, and we want to help make it better for all parties.”
Halligan will lead a specialist team in Sydney and Melbourne that will help clients face a number of issues affecting the media value chain, including dealing with technology changes, disintermediation and measurement. It will also help clients understand how to optimise revenue streams and maximise return on investment. Clients will include large Australian and international organisations including advertisers and publishers.
Karen Halligan said: “The Australian media industry had been my passion for over 20 years. There has never been a more exciting time to be a part of this industry as it continues to evolve. I have had the pleasure of working with clients, agencies and media owners and think there is a real opportunity to bring this all together and work with them to deliver value. I look forward to bringing the expertise and capabilities of KPMG to this exciting sector.”
Halligan brings over 20 years’ specialist experience in media buying, strategy, and optimisation including agency roles at Zenith, Mediacom and Universal McCann and in-house positions with South Cross Austereo and Coca Cola.
She joins a list of senior industry leaders who have joined the CBMA practice, which has grown from 25 to 90 people since it launched in July 2017. Other new joiners including partners Amanda Hicks (Acuity), Lisa Bora (ex-Google), Mark Hassell (ex-Virgin Australia) who joined as partners, and directors Louise Pogmore (ex-One Green Bean), Melanie Evans (formerly GM of Business to Business IT at Telstra) and Nick Deverson (ex-AMR Australia).
Top photo: Carmen Bekker with Karen Halligan