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
mediasense Rebrands to Meet the Moment: Building Towards Unified Marketing Intelligence
mediasense unveils a new brand identity, uniting MediaSense, R3, and PwC’s UK advisory, positioning as an integrated partner offering unified governance and measurement across the entire marketing supply chain.
mediasense Appoints Chief Technology & Innovation Officer to Drive Marketing Intelligence for Clients
Chris Banschbach joins mediasense as CTIO to lead the evolution of its approach to data-driven marketing intelligence.
Creativity vs the Machine – Trends from Cannes Lions 2025
At Cannes Lions 2025, conversations focused on how marketers are working with technology. Amidst fragmentation and the rise of AI, they’re using tech to solve creative challenges and creativity to navigate a shifting technological landscape.