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.