Message, Brand, and Dollars: Auditing Marketing Operations
When it comes to marketing and internal auditing, chances are you don’t envision the two departments as part of a collaborative effort for the good of the organization. Marketing is the pie-in-the-sky service where creativity trumps controls every time. Internal audit is the down-to-earth activity where common sense drives the mitigation of risks.
Message, Brand, and Dollars shows how these two opposites can work together to drive an organization’s marketing success. Mike Jacka and Peter Scott, leading experts on social media compliance and coauthors of Auditing Social Media: A Governance and Risk Guide, explain:
- The difference between auditing marketing and auditing the marketing department
- The key documents unique to marketing—creative brief, brand standards manual, image standards, and media strategies—that help guide operations
- The role of brand management, creative services, and media (including social media) in achieving marketing strategies
- The unique requirements of agency relationship management, how these support the overall operations, and where things might go wrong
- Ways internal audit can review marketing activities to help ensure risks have been properly identified and appropriate controls have been established
What not only makes the practice of marketing a challenge—but also the performance of an internal audit—are the many ways to develop, implement, staff, and direct activities. Message, Brand, and Dollars contains practical information that any internal auditor needs to gain a better understanding of marketing.
About the Authors:
J. Mike Jacka, CIA, became Chief Creative Pilot for Flying Pig Audit, Consulting, and Training Solutions (FPACTS). He is an award-winning columnist and author who provides training and consulting services in diverse areas such as report writing, creativity, leadership, and critical thinking.
Peter R. Scott, APR, CAE, is a senior-level social media and public relations strategist who works with some of the world's largest and most respected brands and agencies. For more than 15 years, he has led numerous communications, marketing, and interactive media, including serving as The IIA's Director of Marketing and Web Operations.
Item Number: 10.1258