Campaign Interview – Jamie Posnanski: ‘The Holding Company Model Has Been Broken for a Long Time’
In an exclusive Q&A with Campaign Asia, mediasense CEO, Jamie Posnanski discusses the challenges global brands face due to fragmented agency networks & the surge of specialist marketing suppliers.
Related topics
In an exclusive interview with Campaign Asia, mediasense Global CEO, Jamie Posnanski discusses the challenges global brands face due to fragmented agency networks and the surge of specialist marketing suppliers. Complexity has led to “transformation fatigue,” with marketing leaders managing multiple agency relationships while under pressure to in-source capabilities, leverage first-party data, and demonstrate measurable growth – all with diminishing strategic support.
To address these issues, Jamie discuses mediasense recent strategic moves, including the acquisition of PwC’s UK media advisory practice and consultancy R3 in 2024, which aims to fill the strategic void and assist clients in navigating the complex marketing landscape. Posnanski, formerly of Accenture Song, cites that the traditional holding company model is “fundamentally broken,” a sentiment echoed by recent WFA & mediasense report, indicating that only 11% of clients believe their agency models are fit for purpose.
Jamie also discusses mediasense’s position in the advisory landscape, views on the challenges with traditional consultancies and how best to address transformation fatigue.
The Q&A underscores the necessity for re-evaluating traditional agency models and adopting more collaborative, process-oriented approaches to meet the evolving demands of global brands.
Read the Campaign Asia interview in full here.
Related topics
Get access to the thinking that shapes tomorrow’s marketing
Up next
mediasense Appointed as Crown Commercial Service’s Sole Media and Marketing Auditor
mediasense appointed to work with Crown Commercial Service, supporting the UK Government in future governance and oversight of its media and creative agency framework.
Why Decision Clarity Will Be the Most Expensive Marketing Failure of 2026
mediasense CEO Jamie Posnanski discusses how sustainable competitive advantage in marketing will not come from doing more things faster or cheaper. Instead, it will come from better decisions - made earlier, with less bias, and governed continuously.
Discipline Is the New Disruptor in APAC’s Marketing Future
mediasense's Shufen Goh explores why discipline, brand authority, and human-led decision-making will define APAC marketing success heading into 2026.