Former PHD Australia managing director Simon Lawson has today launched Chilon Media Governance, an independent advisory firm designed to help advertisers capture lost value and unlock new sources of value within increasingly complex media supply chains.
After more than 20 years inside global agency groups including Omnicom and Publicis, Lawson is now advising advertisers on how to better govern media investment, strengthen agency relationships and navigate emerging trading models.
Chilon launches at a time of increasing scrutiny on media transparency and trading models, in the wake of growing industry focus on principal media, and at a time when peak bodies like the Association of National Advertisers (ANA) are explicitly recommending that marketers seek independent and expert media advice, separate to their media agencies, to manage the complexity.
“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 central focus for Chilon is advising advertisers on principal media — where agencies buy media and resell it to clients, a model that introduces new commercial dynamics and potential conflicts of interest.
“Principal media changes the nature of the relationship,” Lawson said.
“It can deliver value, but it comes with trade-offs around transparency and objectivity that many organisations don’t fully understand.”
Chilon’s offer is built around Ascent, a proprietary Media Governance Framework that assesses 22 value drivers across the media ecosystem, spanning contracts, trading models, technology costs and commercial arrangements.
The firm’s initial offer to marketers and marketing procurement leads is Chilon Media Governance Reviews For Marketers, designed to identify measurable and reportable 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.”
Chilon will also offer ongoing Fractional Heads Of Media to businesses at a fraction of the cost of putting on a full time staff member, Media Governance Workshops designed to provide practical, up-to-date training for marketing teams as well as Advocacy Services where Chilon will work alongside marketers to negotiate improved commercial outcomes with suppliers.
