This week on the Doc and Guru Podcast we chat with Sadika Fakir – Integrated Media and Digital Director at Tiger Brands. When it comes to media surely full funnel is simply that - full funnel? So at first glance a title like Integrated Media and Digital seems something of a contradiction in terms. To be sending out a mixed signal. A bit like asking for a boerewors roll at a vegan braai. Whether it’s a financial juggernaut or a frisky FMCG mix, one of the pillars of successful client-side media management is facilitating open and agile engagement, not only with media agencies, but also with media owners. Listen in and find out why, when it comes to corporate titles, all is not quite what it seems at first glance. Internal structures and internal processes are not always the same thing. How do you take a technical specialisation like media – that is normally agency based – and start operating it in the corporate space? Is there a difference between managing an in-house media facility and managing the interface between 3rd party media-agency suppliers? Sadika outlines some of the key performance criteria for effective channel strategy and for maintaining homeostasis between media creativity and robust procurement in the POE model. Is the media planning process really just all about Brilliant Basics and is Brilliant Basics the same as being Best in Box? Listen in free this week to the Doc And Guru Podcast in conversation with Sadika Fakir.