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.