How Marketer Attitudes are Shifting Ahead of a Transformative 2025 – Marketing Procurement IQ Interview
With integration the ‘order of the day’, Ryan Kangisser & Sam Tomlinson discuss shifting marketer priorities in 2025 and the drive towards simplification and effectiveness with Marketing Procurement IQ.
Related topics
Speaking to Marketing Procurement iQ, mediasense’s Chief Strategy Officer, Ryan Kangisser, and Chief Client Partner, Sam Tomlinson, discuss the increasing convergence of media and creative services and how brands are adapting their agency models to drive greater operational efficiency.
Ryan and Sam discuss mediasense’s recent strategic acquisitions, including PwC’s marketing and media advisory team and global consultancy R3 – and how the combined businesses aim to reflect the growing need for brands to bridge the gap between media and creative, ensuring their agency models are fit for purpose in an increasingly interconnected landscape.
Ryan highlights the importance of streamlining agency structures, backed by recent research by the World Federation of Advertisers (WFA) & mediasense, while Sam emphasises that brands are shifting their focus from cost-cutting to long-term value creation.
Ryan and Sam also explore the challenges brands face in achieving operational efficiency, the evolving balance between cost and value and the future trends shaping the media and creative landscape.
Read the Marketing Procurement iQ interview in full here.
Related topics
Get access to the thinking that shapes tomorrow’s marketing
Up next
Neurodiversity at mediasense
mediasense has recently supported the launch of a neurodivergent employee network. Serena, Anshul and Eduardo – founders of the support group – share why they founded NDsense, and how they think the marketing industry can play its part.
mediasense Announces Co-founder Graham Brown’s Move to Non-Executive Director Role
Graham Brown, mediasense co-founder and Executive Chair, will transition to the role of Non-Executive Director, continuing to support the company’s long-term vision under the leadership of CEO Jamie Posnanski.
Insights from the Forum: Synergies Between Marketing and Procurement Teams
mediasense gathered marketers and procurement leaders in Singapore, to discuss how marketing and procurement teams can bridge gaps between their functions and create joint strategic and commercial value.