Last week, we ran a media roundtable with some of the brightest minds in the industry, and the conversation revealed just how quickly the ground is shifting beneath us. Here are our key takeaways:
The agency landscape itself is rapidly evolving driven by the need for scale, efficiency, and new capabilities. In this context, it was very clear that above all else, clients are seeking long-term, strategic partners to navigate a complex media environment.
The golden key to navigating the change is access to top media talent. Top of mind was the need to secure access to senior advisors and experienced leaders whether that be through the agency, contracting in or consultancies.
Agencies often talk about being business partners, but many are still reporting media metrics instead of business outcomes. Are they thinking about real business impact? Or just media efficiency? As marketing remits broaden and skills gaps become more evident, we asked: Who is truly leading whom?
At the same time, the debate between specialists vs. generalists is heating up. Some brands are consolidating disciplines with HoldCos, while others are fragmenting – splitting off influencer marketing, OOH, and more. We discussed the importance of reviewing both agency ecosystems and scopes as well as team structures in this moment of change, so ensure continued alignment with client’s marketing & broader business outcomes.
One thing is clear: The old playbook is gone. We discussed the importance of reviewing both agency ecosystems and scopes as well as team structures – in this moment of change, we need to ensure that there is continued alignment with client’s marketing & broader business outcomes.
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