In this Viewpoint paper, we consider all the different domains of media that CMOs need to master to make them work hardest for their brands, both at the level of individual components and as an integrated whole. We do this by setting out the framework we use with our CMO clients that enables them to master all the interconnected challenges of media – operational, technological, creative, and organisational – as an integrated whole. It’s our ambition that it becomes the defining framework to help CMOs tame the increasingly fragmented media ecosystem.