Simon Lawson. Credit: Chilon Media Governance
Former PHD Australia managing director Simon Lawson has launched Chilon Media Governance, an independent advisory firm helping advertisers recover lost value from complex media supply chains.
Lawson, who spent more than 20 years inside global agency groups including Omnicom and Publicis, is advising advertisers on media investment governance, agency relationships and emerging trading models.
Chilon launches as scrutiny on media transparency intensifies, with peak bodies including the Association of National Advertisers recommending marketers seek independent media advice separate from their agencies.
"Having spent decades inside the system, I've seen where value is created and where it's lost," Lawson said.
"Many advertisers are focused on agency fees and media pricing, but the bigger opportunity is in governance, making sure the investment is transparent, accountable and working as intended."
A key focus is principal media, a model Lawson says introduces commercial conflicts many organisations don't fully understand.
"Principal media changes the nature of the relationship," he said.
"It can deliver value, but it comes with trade-offs around transparency and objectivity that many organisations don't fully understand."
Chilon's offering centres on Ascent, a proprietary framework assessing 22 value drivers across contracts, trading models, technology costs and commercial arrangements.
The firm's initial product, a media governance review, promises to surface measurable value within five business days.
"In most cases, we can quickly surface material value that can either be taken as savings or reinvested into working media," Lawson said.
"The goal is simple, ensure more of an advertiser's media budget is actually working for them."
The firm also offers fractional heads of media, governance workshops and advocacy services for commercial negotiations with suppliers.
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