Media agencies are under immense pressure. With new models emerging and more evidence of what advertisers want in the new world, change is afoot. 

Advertising: Who Cares? aims to make advertising and its ecosystem better. But what can we practically do to design a better future? Here are some immediate focuses. 

Media is now funded by divergent groups of big and small advertisers. There’s no going back, but we need to build an industry where all are united by making their advertising work harder and being sensitive to how they do it.

Elon Musk’s GARM lawsuit has highlighted why brands should support responsible media that provide a benign advertising environment, an engaged audience and a measurable return on investment.

Join us on 12 September as we find ways to create effective and engaging advertising, through smart thinking from specialists, and develop a better ad industry for today and tomorrow.

Euro 2024 has reminded us of TV’s storytelling capabilities and its power as an advertising medium. And it is working hard to adapt to the new consumer and marketing reality.  

If we want to play our part in not only preserving the planet but our industry too, we have to use our powers to bring about change.

Let’s be clear. Principal media only exists to make media agency groups more money.

Last week’s avalanche of news suggests that advertising still works, so if we improve what we do, we can deliver better results for advertisers and make the world a finer place. But how? 

Amid continued exposés of fraud in the open web and beyond, advertisers — as usual — have to sort things out for themselves. But first, they need to recognise their own need for change.