What’s the Future Role of Media? It’s Complicated
Our Cannes Lions panel explored the Future of the Media Organisation, where findings from the upcoming WFA & mediasense study on the topic were revealed.
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As the lines between paid, earned, and owned media (or, indeed, media and creative) continue to blur, the need to redefine how media is structured, integrated, and measured has never been greater. How is the media organisation evolving to better enable more integrated, consumer-centric communications?
At this year’s Cannes Lions, mediasense partnered with the WFA to host a dynamic panel exploring this very question. Moderated by mediasense Chief Strategy Officer Ryan Kangisser, the discussion featured Sir Martin Sorrell (S4 Capital), Ron Amram (Mars), Olya Dyachuk (Heineken), and Ross Sergeant (Allwyn).
The takeaway was clear: media is no longer a siloed buying function – it’s a strategic growth driver. Brands are rethinking their operating models, embracing integration across media, creative, data, and tech.
Read the full session write-up in The Media Leader here.
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