One of the central topics we at The Media Leader have been following is how media companies – be they agencies, owners or brands – can and should restructure themselves to become more fit-for-purpose in a changing media ecosystem.
Independent marketing advisory firm Mediasense has been examining these issues for several years, and last month it released its latest report, in partnership with the World Federation of Advertisers, titled, The Future of Media Organisations.
Based on responses from many of the world’s largest companies representing $52bn in annual media spend, the report found that media is emerging as a key way to connect disparate marketing functions – from creative to brand strategy. Media, in other words, is becoming less siloed.
But that begs the question: how do businesses and their agencies reorganise to fit that new model?
Ryan Kangisser is the chief strategy officer at Mediasense. He joins the podcast once again to explain the details of the study, their implications for marketers and agencies, and why integration – rather than scale – is the key to media success going forward.
He remarks: “I think [brands] want full-service thinking, not necessarily full-service doing.”
Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
1:48: Toplines from The Future of Media Organisations report: breaking down siloes
6:07: If media is taking a bigger role, who owns strategy?
11:39: Developing the right data infrastructure to improve audience planning
16:20: Global versus local: why there is an erosion of regional specialism
24:03: How is the agency model changing?
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