Campaign Red highlights how the Europe, Middle East, and Africa (EMEA) region has captured the lion’s share of media spend across the biggest global media reviews of 2024.
Ryan Kangisser, Chief Strategy Officer at MediaSense comments on the spike in 2024 activity.
“There’s always a cycle with these things [pitch activity]. We were expecting to see change in 2023 that never really came, 2024 has been a hangover to that.”
He adds that whilst there will be some high profile pitches across 2025, we won’t see as much activity. Citing that between the tremendous change in the agency ecosystem (such as the Omnicom and Interpublic merger), and transformation among brands (organisational change, digital transformation and upskilling), “brands are deferring their plans [to pitch] to ensure they are better equipped to go to market and secure a model that is wholly aligned to their organisational and strategic approach.”
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