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4 changes media agencies can’t ignore in 2025

4 changes media agencies can’t ignore in 2025
Opinion

Agencies must rethink the very foundations of how they work by becoming trusted advisors that can simplify complex technologies and turn them into actionable strategies for brands.


As we enter 2025, one thing is clear: the challenges for marketers and agencies aren’t letting up.

Economic uncertainty, political shifts and growing complexities in the media landscape demand smarter, leaner approaches. For marketers, this means doing more with less; for agencies, it’s a call to rethink the very foundations of how we work — all without interrupting operations.

At the heart of this transformation lies the agency “engine room” — the tools, data and processes that drive media planning and execution. The goal is to work more efficiently while maintaining or even enhancing effectiveness, and to achieve higher quality by automating routine tasks.

To meet these demands, agencies must fully embrace automation, AI and innovative practices. There are four key elements to successfully transforming this engine room.

1. Build smarter systems that can grow with you

Efficiency is no longer optional. Agencies must design systems that reliably handle ongoing tasks while adapting to shifting demands. This includes creating scalable set-ups that avoid unnecessary costs or complexity and integrating automation to streamline repetitive tasks.

By doing so, agencies can free their teams to focus on high-value activities such as strategy and creative innovation.

Conducting regular workflow audits is essential to identify inefficiencies and opportunities for automation. This approach enhances productivity, improves the quality of output and allows teams to concentrate on delivering more strategic solutions.

2. Make data work harder

Data forms the backbone of effective media planning, but its true value stems from how well it’s managed and connected.

Instead of centralising everything in one hub, agencies should build networks of interoperable platforms that can share and analyse data seamlessly. This set-up supports real-time campaign optimisation, addressing the complexity of today’s fragmented media landscape.

By combining first-party data with external sources like market research and impact studies, agencies gain a comprehensive understanding of audience behaviour and campaign effectiveness. AI tools, such as chatbots that simplify access to audience insights, make these vast datasets actionable and practical. This strategy ensures agencies provide precise, transparent and efficient solutions.

3. Develop teams that combine insight and expertise

Today, media planners are still stuck with routine tasks like campaign management and reporting. The media planners of the future will evolve from task managers into strategic consultants. These future-ready teams must balance technical expertise with communication skills, bridging the gap between complex technologies and client needs. Mastering AI-driven data platforms and translating insights into simple, actionable recommendations will be essential.

Continuous learning and skill development are critical. Agencies should prioritise training programmes that keep teams up to date with both technological advancements and strategic approaches. Tailored certification programmes aligned with evolving job requirements can future-proof teams and position them as trusted advisors in an increasingly AI-driven world.

4. Collaborate globally, deliver locally

Transformation isn’t a local endeavour — it requires a global perspective.

Agencies must share resources, expertise and innovations across markets to create economies of scale and foster consistency. This approach enables agencies to address local client needs while maintaining a cohesive global standard.

Centralising processes like technology development while decentralising execution allows agencies to leverage regional expertise effectively. Cross-market collaboration fosters innovation and enhances efficiency, keeping agencies competitive in an interconnected world.

A challenger mindset — for 2025 and beyond

For marketers, these changes redefine agency partnerships.

Automation and AI enable faster, more precise campaigns, but the real value lies in how agencies simplify complex technologies and turn them into actionable strategies. For marketers, this means choosing partners that provide clarity, trust and the insights needed to navigate an increasingly fast-paced and fragmented media landscape.

Transforming the agency engine room while maintaining business continuity is no easy task. It requires a challenger mindset — one that proactively addresses client challenges with smarter processes, innovative solutions and high-performing teams. The agencies that succeed will redefine what it means to deliver value, proving that creativity and efficiency can thrive together.

In 2025, it’s not about working harder; it’s about working smarter. Agencies that embrace transformation will be best-positioned to drive meaningful results and lead the industry forward.


Matthias Brüll is CEO of Mediaplus Group

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