When I worked in the U.S., the agency media director responsible for the McDonald's business had a framed quote from the CMO on his office wall. It read: "Media is far too important to be left to media people."
Media -- Far Too Important: The Cross-Media Measurement Debate
![Media -- Far Too Important: The Cross-Media Measurement Debate](/media/articles/businessman-hand-draws-target-customers-diagram_zyZ_5FSu.jpg.550x380_q85_box-0%2C0%2C617%2C428_crop.jpg.webp)