Generated by All in One SEO v4.9.10, this is an llms.txt file, used by LLMs to index the site. # mediasense We are Global Media Advisors. We build high performance media operating models and unlock value for the world’s leading brands. ## Sitemaps - [XML Sitemap](https://www.media-sense.com/sitemap.xml): Contains all public & indexable URLs for this website. ## Posts - [News & Insights](https://www.media-sense.com/news-insights/) - Insights, news and opinion from global media experts. - [The Challenges of Retail Media’s Evolution](https://www.media-sense.com/2026/08/11/the-challenges-of-retail-medias-evolution/) - Retail media is now a full funnel, global channel. Spend reached about $175bn in 2025 and is set to pass $196bn in 2026, representing 16% of all advertising spend. This is no longer a US story. European spend on retail media is growing at twice the rate of digital overall. And it’s growing for a - [Influencer Marketing Has a Memory Problem](https://www.media-sense.com/2026/06/16/influencer-marketing-has-a-memory-problem/) - A global brand proudly announced that it had activated more than 1,200 creators across 27 markets. Then someone asked a better question: how many of those creators had been paid more than once for effectively the same job? No one could answer. Some suspected the number was uncomfortably high. That exchange says more about the - [Marketing’s Invisible Tax - The Cost of Poor Ecosystem Design](https://www.media-sense.com/2026/05/26/marketings-invisible-tax-the-cost-of-poor-ecosystem-design/) - Modern marketing organisations rarely suffer from a shortage of specialist capability. In fact, the opposite is often true. Over the last decade, clients have assembled increasingly sophisticated agency ecosystems spanning creative, media, social, CRM, production, commerce, influencer, data, technology and content operations. On paper, these ecosystems should deliver greater expertise, flexibility and innovation. Yet many - [Agentic AI in Programmatic: Which Way Now?](https://www.media-sense.com/2026/07/14/agentic-ai-in-programmatic-which-way-now/) - Agentic AI has quickly become one of the defining conversations in media buying - and one of the least understood. For some, it represents a fundamental shift in how media will be planned and bought. For others, it remains more marketing narrative than market reality. Based on our work for advertisers, covering agencies, technology providers - [The Integration Gap in Integrated Marketing](https://www.media-sense.com/2026/07/28/the-integration-gap-in-integrated-marketing/) - When was the last time you observed truly integrated marketing? A seamless, narrative-driven journey where every touchpoint feels crafted, connected and contextual. It’s more likely you experienced something that should have felt integrated but didn’t quite make it: An emotional video ad followed by relentless “buy now”, “learn more” or “get a quote” performance banners - [Building Better Marketing Systems in APAC](https://www.media-sense.com/2026/08/05/building-better-marketing-systems-in-apac/) - For many APAC organizations, the challenge is no longer deciding between brand building and performance. Marketing teams largely understand the role both play in driving growth. Yet effectiveness often breaks between intent and execution, as everyday decisions around briefs, governance, and measurement pull organizations towards short-term outcomes. Where Growth Strategies Break Down The issue is - [Cannes Lions 2026: Two Key Conversations Shaping Marketing's AI-Enabled Future](https://www.media-sense.com/2026/07/21/cannes-lions-2026-two-key-conversations-shaping-marketings-ai-enabled-future/) - Among a busy Cannes Lions 2026 agenda, mediasense participated in two panel discussions exploring how AI is reshaping the marketing industry. While one conversation focused on the future skills, capabilities and cultures organisations will need to thrive, the other examined how evolving agency models are driving a shift towards outcome-based remuneration. Held in partnership with - [mediasense Appoints Sam Tomlinson as CEO](https://www.media-sense.com/2026/07/07/mediasense-appoints-sam-tomlinson-as-ceo/) - London, UK – Tuesday, 7 July 2026 – mediasense today announced the appointment of Sam Tomlinson as Chief Executive Officer, succeeding Jamie Posnanski, who has returned to the United States to focus on personal commitments. Tomlinson joined mediasense in 2024 as Chief Client Officer following the acquisition of PwC's UK Marketing & Media advisory business, - [Impact Over Input: What Outcome-Based Remuneration Really Requires](https://www.media-sense.com/2026/06/22/impact-over-input-what-outcome-based-remuneration-really-requires/) - By Adam Edelshain, VP Client Solutions “How should media agencies be paid?” is a question I'm being asked more and more frequently. The 1990s was a decade dominated by commission-based payments, while the 2000s saw labour-based remuneration begin to take over. But times have changed significantly since then. Remuneration models are now increasingly varied and - [Clarity & Prioritization – 2 Key Unlocks for an Effective Pitch Process](https://www.media-sense.com/2026/06/04/clarity-prioritization-2-key-unlocks-for-an-effective-pitch-process/) - Addressing the biggest source of delay The root problem is usually not a lack of effort, but lack of clarity. When brands are not aligned on what they need, what kind of relationship they want, or which capabilities genuinely matter, the review becomes longer and less useful. Agencies end up responding to moving targets, while clients spend time testing the - [How to Evaluate Agency AI Propositions: A Procurement Guide](https://www.media-sense.com/2026/05/11/how-to-evaluate-agency-ai-propositions-a-procurement-guide/) - Procurement teams are being asked to assess more agency proposals built around AI services, proprietary tools and workflow automation. That creates new risks and new questions: how to validate data sources, test automation claims, measure business value, and make sure AI is used responsibly. This guide draws on a recent ISBA Marketing Procurement Forum session - [Preparing for the Next Era of Marketing Talent](https://www.media-sense.com/2026/04/20/preparing-for-the-next-era-of-marketing-talent/) - Recent data points on talent in the marketing industry - whether on shifting task composition, changes in hiring patterns, or evolving role expectations - consistently point in the same direction: the nature of marketing talent is changing at pace. Many organisations are navigating this transition in real time. Questions are emerging around how roles evolve, how teams - [Marketing in 2026: Accountability, Effectiveness Measurement & Responsible AI](https://www.media-sense.com/2026/04/27/marketing-in-2026-accountability-effectiveness-measurement-responsible-ai/) - Leaders across mediasense share their view on the forces reshaping marketing and where organizations should focus next. Four priorities stood out: Cutting through hype and uncertain Reframing effectiveness measurement Adopting AI responsibly Building future-ready media capabilities Across each theme, a clear requirement emerged: greater accountability and an uncompromising focus on demonstrable business impact. - [MPiQ Talk: Making sense of the data torrent to drive media effectiveness](https://www.media-sense.com/2026/04/07/mpiq-talk-making-sense-of-the-data-torrent-to-drive-media-effectiveness/) - Across the marketing ecosystem, investment in data continues to accelerate. The ambition is straightforward: better data should enable more relevant, more efficient, and more measurable marketing outcomes. At the recent MPiQ conference in London, Dan Brown, SVP, Client Strategy at mediasense, spoke to a room of around 200 marketers across brands and agencies on the - [Procurement & the Commercial Architecture of Modern Media Organisations](https://www.media-sense.com/2026/03/23/procurement-the-commercial-architecture-of-modern-media-organisations/) - Brands are redesigning their media organisations at pace and AI is reshaping workflows. Retail media is blurring lines between brand and commerce and influencer ecosystems are industrialising even as measurement expectations rise. And yet, according to The Future of the Media Organisation study by mediasense in partnership with the World Federation of Advertisers, only one - [mediasense Appoints Michelle Kelly as President, North America to Accelerate Unified Marketing Intelligence for Global Brands](https://www.media-sense.com/2026/03/24/mediasense-appoints-michelle-kelly-as-president-north-america-to-accelerate-unified-marketing-intelligence-for-global-brands/) - London / New York - 24 March 2026 - Global marketing advisory firm mediasense has appointed Michelle Kelly as President, North America, strengthening its leadership in the US as brands reassess how media, creative, data and technology come together to drive marketing performance. The appointment comes as marketers face mounting pressure to deliver measurable growth - [2025 Agency New Business League](https://www.media-sense.com/2026/02/20/2025-new-business-league/) - Publicis Leads 2025 Global New Business League as Market Consolidates The mediasense Global New Business League (NBL) results for 2025 reinforce a clear and accelerating structural shift in the agency landscape: scale, integration, and platform-driven capability are decisively outperforming fragmented models. Across the ~3,800+ global pitches tracked, Publicis Groupe emerged as the dominant force, capturing - [Taking on the Sahara: Supporting Media Trust Through an Extraordinary Challenge](https://www.media-sense.com/2026/03/11/taking-on-the-sahara-supporting-media-trust-through-an-extraordinary-challenge/) - At mediasense, we’re incredibly proud of the people who make up our team and the causes they support. Having previously completed the Marathon de Sables in 2012 (age 36...), Sam’s returning to the desert once again (...at age 50!), pushing himself physically and mentally in one of the toughest endurance events in the world. We caught up with Sam to talk - [Why AI Search Demands New Metrics, Teams, and Thinking](https://www.media-sense.com/2026/02/24/why-ai-search-demands-new-metrics-teams-and-thinking/) - AI search is now a board-level priority, and most brands still lack a clear plan to integrate it. It’s reshaping how consumers discover, trust, and choose brands: Over 800 million people use ChatGPT each month1, and 7% of people globally use AI chatbots weekly (rising to 15% among under-25s). A quarter of consumers say they - [Jakarta Forum Recap: Turning Influence into Strategic Impact](https://www.media-sense.com/2026/02/19/jakarta-forum-recap-turning-influence-into-strategic-impact/) - In a world where attention is easy to buy but belonging is not, reach no longer guarantees relevance. At mediasense’s Jakarta forum, marketers, creators, and influencers came together to challenge outdated influence models and explore how to drive trust, community, and real impact. mediasense partnered with IDN, Indonesia’s leading consumer technology company for the young - [mediasense Appointed as Crown Commercial Service’s Sole Media and Marketing Auditor](https://www.media-sense.com/2026/02/05/mediasense-appointed-as-crown-commercial-services-sole-media-and-marketing-auditor/) - Following a competitive tender, the UK Government has appointed mediasense as the sole media and marketing auditor for Crown Commercial Service (CCS). The new remit extends mediasense’s scope across all marketing disciplines, drawing on the company’s broader integrated marketing expertise. CCS supports the public sector to achieve maximum commercial value when procuring common goods and - [Discipline Is the New Disruptor in APAC’s Marketing Future](https://www.media-sense.com/2026/01/14/discipline-is-the-new-disruptor-in-apacs-marketing-future/) - APAC marketers love to talk about disruption, but the region’s real differentiator heading into 2026 will be discipline. The winners will not be the ones chasing the most tools, trends, or touchpoints - they will be the ones that edit ruthlessly, invest intentionally, and build brands with cultural and emotional authority. This was the clear - [Optimizing Creative Agency Procurement in a Transformed Landscape](https://www.media-sense.com/2025/12/15/optimizing-creative-agency-procurement/) - Shifts Affecting Creative Agency Procurement and Management Creative agency procurement and management are undergoing significant shifts as creative assets are produced, distributed, and valued in new ways. AI and automation have accelerated the creative process, reduced manual effort, and reshaped the broader supply chain. The impact on the creative ecosystem is profound: Tech platforms such - [Neurodiversity at mediasense](https://www.media-sense.com/2025/12/04/neurodiversity-at-mediasense/) - What is neurodiversity? Neurodiversity is the concept that variations between people’s brains are natural and therefore should be understood and treated with respect Neurodivergent is a term used to describe people whose brains process, learn or behave differently from what is considered “standard,” or “neurotypical” Neurodivergence as an umbrella includes autistic people and people with - [Insights from the Forum: Synergies Between Marketing and Procurement Teams](https://www.media-sense.com/2025/10/14/insights-from-the-forum-synergies-between-marketing-and-procurement-teams/) - Successful marketing-procurement partnerships go beyond cost management. True value is delivered when both functions align strategically and share objectives to drive measurable business impact. Co-hosted by mediasense and The Procurement Council at Supply Chain Asia, and Campaign Asia as official media partner, the Marketing Procurement Forum brought together senior leaders from across industries to explore - [mediasense Announces Co-founder Graham Brown’s Move to Non-Executive Director Role](https://www.media-sense.com/2025/10/16/mediasense-announces-co-founder-graham-browns-move-to-non-executive-director-role/) - London, 16 October 2025 – mediasense, the global independent marketing advisory, today confirmed that Graham Brown, co-founder and Executive Chair, will move into the role of Non-Executive Director. Brown will continue to contribute to mediasense’s long-term vision, with management responsibilities remaining under the leadership of CEO, Jamie Posnanski. “Transitioning into Non-Executive Director is a natural - [Insights from the Panel: Unpacking Brand-Influencer Partnerships in Asia Pacific](https://www.media-sense.com/2025/09/26/insights-from-the-panel-unpacking-brand-influencer-marketing-in-asia-pacific/) - Effective influencer strategy cannot be built on reach alone. True impact comes from long-term partnerships rooted in shared values, trust, and creative freedom. mediasense, in collaboration with Philippine talent management agency Sparkle GMA Artist Centre, brought together brand representatives and leaders in creator and influencer marketing to discuss the evolution towards more sustainable, value-driven influencer - [Is In-Housing Still the Answer to Help Drive Efficiencies?](https://www.media-sense.com/2023/09/28/is-in-housing-still-the-answer-to-help-drive-efficiencies/) - In the past decade, the industry has seen huge growth in the development of in-house and hybrid models, with many advertisers enhancing their in-house capabilities. Our Media 2025 study for example, highlighted that 45% of brands were looking to in-house aspects of their media investments. The motivations are rarely the same, but neither are the - [mediasense Rebrands to Meet the Moment: Building Towards Unified Marketing Intelligence](https://www.media-sense.com/2025/09/15/mediasense-rebrands-to-meet-the-moment-building-towards-unified-marketing-intelligence/) - mediasense, the global marketing advisory, today unveiled a bold new brand identity designed to embrace the realities of modern marketing and reflect the coming together of MediaSense, R3, and the former UK marketing advisory division at PwC into one unified business. As part of the rebrand, MediaSense and R3 will now go to market as - [High-performing agency partnerships drive marketing effectiveness](https://www.media-sense.com/2016/09/05/high-performing-agency-partnerships-drive-marketing-effectiveness/) - Amid growing financial pressures and operational complexity, stronger partnerships are emerging as the real source of competitive advantage, driving impact far beyond what budgets or technology alone can achieve. The most powerful brand-agency relationships share one thing in common: a relentless focus on trust, alignment, and shared ambition. These aren’t transactional engagements; they’re strategic alliances designed to - [The rapid pace of change in social media marketing](https://www.media-sense.com/2019/07/05/the-rapid-pace-of-change-in-social-media-marketing/) - Social media’s evolution is changing marketing at its core The way brands use social is undergoing its most significant shift yet, defined by constant evolution, rising expectations, and unprecedented demands on marketers. In just a few years, it has moved from a single channel to a core driver of brand growth, prompting a complete rethink - [Overcoming challenges with MarTech implementation](https://www.media-sense.com/2019/07/05/overcoming-challenges-with-martech-implementation/) - Reviewing emerging technologies to help marketers navigate what’s now and what’s next New technology is making marketing more personalized, more relevant, and more human. One challenge in this area that confronts marketers is keeping track of what’s available now, understanding what’s new, and having a vision of what to expect in the not-so-distant future. Having - [mediasense launches Wave Four of Media 20:20 Research : CMOs Believe They are Too Slow in Transforming Media Models](https://www.media-sense.com/2020/11/30/mediasense-launches-wave-four-of-media-2020-research-cmos-believe-they-are-too-slow-in-transforming-media-models/) - MediaSense's latest industry-leading Media 2020 report. - [mediasense Launches Wave Five of Media 20:20 Research - Only 11% of Global CMOs Confident That They Have Completed Digital Transformation Journey](https://www.media-sense.com/2022/03/01/mediasense-launches-wave-five-of-media-2020-research-only-11-of-global-cmos-confident-that-they-have-completed-digital-transformation-journey/) - Independent global media advisors, mediasense, launch their latest research study, Media 2025, revealing a noticeable maturing of the industry as brands seek greater simplification and integration across their ecosystem. Omnichannel is the order of the day but too many brand organizations are held back by internal silos, incompatible technologies, inadequate data and critically, talent. Hence - [Event - Media 2025: Key Findings Webinar](https://www.media-sense.com/2022/03/10/event-media-2025-key-findings-webinar/) - Register for mediasense's latest webinar covering key learnings from the latest wave of our Media:2020 program, Media 2025. Find out why 2022 is the year advertisers shift from self-sufficiency to integration Overview of our insights on talent, measurement, agency models, tech and data infrastructure Industry feedback on the enablers and blockers to successful media - [Webinar Recording – Media 2025: Key Findings](https://www.media-sense.com/2022/03/23/webinar-replay-media-2025-key-findings/) - Replay mediasense’s latest webinar covering key learnings from the latest wave of our Media:2020 program, Media 2025. Ryan Kangisser, Managing Partner, mediasense deep-dives into the report headlines and is joined by mediasense colleagues and Media 2025 contributors, Andy Pearch, Co-founder & COO, Theo Johnson, Head of Digital and Jacqueline Franco, Client Director, for a panel - [Second Programmatic Supply Chain Study](https://www.media-sense.com/2023/01/26/second-programmatic-supply-chain-study/) - Three years after its first release, ISBA, the AOP and PwC’s Marketing & Media advisory team (now part of mediasense) have published a follow-up study that suggests significant improvements by the industry. But is this really the case? Sam Tomlinson discusses what conclusions we should draw, and what he believes should happen next. Read more - [Marketing Procurement Trends 2023](https://www.media-sense.com/2023/02/01/marketing-procurement-trends-2023/) - The shift from managing cost to building long-term value In 2023, leading marketing organizations are redefining procurement as a strategic growth driver rather than a cost-control function. They are unlocking value by recalibrating team structures, refining roles, and using benchmarking to ensure optimal returns. Forward-thinking leaders are driving efficiencies in the agency ecosystem through agile, next-generation - [CPG Transformation 2023](https://www.media-sense.com/2023/01/25/cpg-transformation-2023/) - 3 Themes Shaping CPG Companies in 2023 In 2023, CPG companies are focusing on three key priorities. First, they are building brands by innovating products, enhancing value, and introducing premium lines to attract a growing middle class and reduce reliance on price competition. Second, they are managing portfolios through either acquisitions or consolidation, prioritizing high-growth - [mediasense Acquires PwC's Marketing & Media Advisory Business](https://www.media-sense.com/2024/05/30/mediasense-enters-into-agreement-to-acquire-pwc-uks-marketing-media-owner-team/) - Independent global media advisor, mediasense, enters into an agreement to acquire PwC UK's Marketing & Media Owner team, which will be its first major acquisition since Apiary Capital LLP acquired its majority stake in mediasense. The acquisition will enhance mediasense’s scale, capabilities and offering to clients, bringing PwC UK’s world-class client relationships and skilled and - [Rethinking the Media Agency Model in 2024 – The Media Leader Podcast with Ryan Kangisser](https://www.media-sense.com/2024/01/03/rethinking-the-media-agency-model-in-2024-the-media-leader-podcast-with-ryan-kangisser/) - Joining Omar Oakes (Editor, The Media Leader), Ryan Kangisser highlights some of the themes and reaction coming out of the recent report into the Future of Agency Models, and ultimately how marketers are seeking to optimise their agency model in 2024. With only 1 in 10 (11%) major multinational brands believing the current agency model - [Media 2025: Wave 6 - Key Findings Webinar](https://www.media-sense.com/2024/07/03/media-2025-wave-6-key-findings-webinar/) - MediaSense's most recent webinar covered the key themes from the latest wave of our latest landmark research study, Media 2025: Wave 6. - [Leaning into leadership: 3 shorts from 15 years as an industry body president](https://www.media-sense.com/2024/08/13/leaning-into-leadership-3-shorts-from-15-years-as-an-industry-body-president/) - After 15 years of serving as President at IAS (Institute of Advertising Singapore) and, post-merger, for two terms at the Association of Advertising & Marketing Singapore (AAMS), a TikTok video on what I’ve learned in this role would be an appropriate nod to how the landscape has changed since my first term as president. However, - [Key metrics for measuring social commerce success](https://www.media-sense.com/2024/09/05/what-will-define-social-commerce-growth-start-with-these-questions/) - Optimizing social commerce as a new growth engine for brands Social commerce is revolutionizing brand-consumer interaction, blending the convenience of e-commerce with the immersive, community-driven experience of social platforms. This format empowers shoppers to discover, engage, and purchase without leaving their favorite apps, while algorithms and social proof accelerate trust and conversion. As adoption surges, - ['The appetite for growth is clear, and I'm excited to build on that momentum' - An introduction to Sam Tomlinson, Chief Client Officer](https://www.media-sense.com/2024/09/30/the-appetite-for-growth-is-clear-and-im-excited-to-build-on-that-momentum-an-introduction-to-sam-tomlinson-chief-client-officer/) - MediaSense welcomes ex-PwC Partner, Sam Tomlinson as Chief Client Officer. Sam shares his reflections on the integration and transition one month on. - [Reimagining The Future Marketing Operating Model](https://www.media-sense.com/2024/09/30/reimagining-the-future-marketing-operating-model/) - Today’s marketers face the demands of operating in an increasingly complex environment, propelled by continued societal, technological and macro-economic development. Navigating these challenges requires a systematic approach to change, one that enables marketers to face future challenges in a tried and trusted way. This system is the marketing operating model. A marketing operating model is - [In the Press: Lego to Bring More Media In-House After Appointing Publicis One to Handle Global Media](https://www.media-sense.com/2024/10/16/lego-considers-bringing-more-media-in-house-after-appointing-publicis-one-to-handle-global-media/) - Lego has handled its creative advertising needs in-house for a decade. Now, following a reorganization of its global media team and giving global media to agency Publicis One in July, the Danish brick-maker is building up its in-house media buying capabilities. mediasense's Ryan Kangisser comments on Lego expanding its in-house media operation. Read the full - [IAB UK's H1 2024 Digital Adspend Report Launches](https://www.media-sense.com/2024/10/30/iabs-h1-2024-digital-adspend-report-launches/) - Advertisers’ investment in online video ads hit £4.12bn in the first six months of 2024, according to IAB UK’s Digital Adspend update for H1 2024, conducted with independent global media advisor, mediasense. Video display continued to drive investment across the UK market, marking the fourth year in a row that digital video has recorded - [WFA & mediasense - Future of Agency Remuneration Webinar](https://www.media-sense.com/2024/11/05/wfa-mediasense-future-of-agency-remuneration-webinar/) - MediaSense is thrilled to invite you to the key findings webinar for mediasense's latest study in partnership with the WFA, The Future of Agency Remuneration. Webinar Details:Thursday 14 November 2024 | 15:00 – 16:00 GMT / 10:00 - 11:00 EST Webinar Overview:Ryan Kangisser (Chief Strategy Officer) and Jack Shearring (Head of Transformation) will present key - [Global Expansion Plan Accelerates as mediasense Acquires R3 ](https://www.media-sense.com/2024/11/12/global-expansion-plan-accelerates-as-mediasense-acquires-r3/) - 12th November 2024: Independent global media advisor mediasense, has acquired R3, the creative and media advisory specialists, significantly expanding its global footprint in North America and Asia. This is mediasense’s second growth deal in six months, following its acquisition of ​​PwC’s Marketing & Media advisory team, ​​announced in May 2024, and expands its service to - [In the press: Digiday Media Buyer Briefing](https://www.media-sense.com/2024/12/06/in-the-press-digidays-media-buyer-briefing/) - As 2024 enters its final month and the fiscal fourth quarter winds down, the 'haves' among agency holding companies seem poised to maintain their lead, while the 'have-nots' brace to regroup for 2025. Digiday wraps up its latest Media Buyer Briefing, with insights from mediasense Chief Strategy Officer, Ryan Kangisser, “Momentum is a powerful thing - [Campaign's Year Ahead Event: Embracing Change in 2025](https://www.media-sense.com/2025/01/20/campaigns-year-ahead-event-embracing-change-in-2025/) - 2025 is here, and with it comes a mix of excitement, uncertainty, and trepidation. At the recent Campaign Year Ahead Breakfast Briefing, industry leaders across brands, media agencies, creative agencies and media owners gathered to discuss the way forward in a world marked by geopolitical tensions, rapid technological evolution, and shifting consumer expectations. In a - [Rethinking Agency Remuneration in 2025 – The Media Leader Podcast with Ryan Kangisser](https://www.media-sense.com/2025/01/27/rethinking-agency-remuneration-in-2025-the-media-leader-podcast-with-ryan-kangisser/) - The recent WFA & mediasense Study ‘The Future of Agency Remuneration’ discovered that an overwhelming majority of advertisers - three-quarters - are looking to make changes to their agency compensation model in the next three years. A similar number of survey respondents indicated that they are seeking to better align agency compensation to business performance. - [5 Steps to Kick-Start Your Media Sustainability Journey ](https://www.media-sense.com/2025/02/10/5-steps-to-kick-start-your-media-sustainability-journey/) - Media supply chains generate CO2 emissions at every stage, from ad creation through to the electricity used to serve and consume those ads. With the rise of programmatic and AI-driven production, energy demands have increased further, intensifying the environmental impact of media and highlighting the need to better understand and mitigate these emissions. There is - [IAB UK’s 2024 Digital Adspend Report Launches](https://www.media-sense.com/2025/04/29/iab-uks-2024-digital-adspend-report-launches/) - The UK’s digital ad market surpassed £35bn in spend last year, growing by 13% - a far faster rate than overall GDP which stood at 1.1% - according to IAB UK’s latest Digital Adspend report, conducted with mediasense. This first half of the year, advertisers doubled down on the content-rich possibilities offered by video display - [Creativity vs the Machine - Trends from Cannes Lions 2025](https://www.media-sense.com/2025/07/05/creativity-vs-the-machine-trends-from-cannes-lions-2025/) - Hot topics and common themes on the main stage 1. Human touch as a creative differentiator With automation and easy-click generative tools on the rise, it’s the human touch that distinguishes the quality of creative work. What makes compelling creative work today are nuances that are clearly authored by humans, not ideas and concepts averaged - [Optimizing Your Investment in Asia’s Complex Influencer Ecosystem](https://www.media-sense.com/2025/05/10/optimizing-investment-in-asias-complex-influencer-ecosystem/) - With social now leading ad spend, Asia’s complex influencer ecosystem demands sharper strategies to balance scale, authenticity, and performance across increasingly niche creator segments. Featured in Campaign Asia, Shufen provides guidance on tackling the evolving influencer marketing dynamics in Asia: Influencer selection starts with purpose: With countless influencer options, from nano to mega, marketers must - [What is the Intermediaries’ Take on Pay-to-Play Pitches?](https://www.media-sense.com/2025/03/07/what-is-the-intermediaries-take-on-pay-to-play-pitches/) - Campaign covers an op-ed by VoxComm, the alliance of communications agencies associations. calling out intermediaries operating the model of pay-to-play pitches and highlighted several aspects of the model, which it said undermined fair competition.The industry body wrote: "Agencies are being asked to pay intermediaries for the privilege of pitching for accounts. This scheme is on the - [Advertisers Embrace Conservative Media in the New Trump Era](https://www.media-sense.com/2025/04/10/advertisers-embrace-conservative-media-in-the-new-trump-era/) - Business Insider reports on major advertisers returning to conservative media platforms, signalling a shift from the widespread brand boycotts of Donald Trump’s first term, when many companies distanced themselves over concerns about brand safety. Sam Tomlinson, Chief Client Officer at mediasense, says that "ultimately, big businesses are rational, and they will look to invest in - [WFA Partner Predictions for 2025](https://www.media-sense.com/2025/01/29/wfa-partner-predictions-for-2025/) - Strategic partners of the WFA share their global marketing predictions for 2025. Ryan Kangisser, Chief Strategy Officer at mediasense contributes, highlighting how brands will prioritise intentional, high-quality consumer experiences over media saturation: Fewer, bigger, better “In 2025, we expect brands to adopt a more refined role for media, shifting the focus from attention to intention. - [3 Collaboration Strategies for Digital Retail Media Success](https://www.media-sense.com/2025/02/03/3-collaboration-strategies-for-digital-retail-media-success/) - mediasense Chief Client Officer, Sam Tomlinson writes for the Media Leader - exploring the rapidly growing landscape of retail media (currently projected to reach £4–5bn in the UK by 2025).The article highlights three messages tailored for advertisers, media owners & retailers and emphasises how cross-group collaboration will be essential to harnessing retail media’s potential - - [ISBA Updates Media Services Framework to Tackle 'Tension' Over Proprietary Media](https://www.media-sense.com/2025/03/07/isba-updates-media-services-framework-to-tackle-tension-over-proprietary-media/) - ISBA has released its Media Services Framework 2025, aiming to address agency non-compliance in proprietary media. The 2025 update focuses on proprietary media terms to ensure agencies “adhere to their contractual obligations” and improve transparency in their operations. The latest framework is an evolution of the 2021 version. The update is a result of consultations with - [Inside the Trend of Agency Searches on LinkedIn](https://www.media-sense.com/2025/04/25/inside-the-trend-of-agency-searches-on-linkedin/) - In recent months, there has been a noticeable increase in brands using non-traditional approaches – like LinkedIn – to initiate agency searches. Moya Fry, Senior Consultant and Creative lead for mediasense, says it’s not surprising to see marketers use LinkedIn to find new agency partners. As the marketing ecosystem evolves, brands are increasingly looking for - [mediasense Talent Wins ‘Rising to the Top – Media’ at Campaign Inspiring Women Awards](https://www.media-sense.com/2025/03/13/mediasense-talent-wins-rising-to-the-top-media-at-campaign-inspiring-women-awards/) - mediasense is thrilled to announce that Consultant, Isy Bagge has been named winner of the ‘Rising to the Top – Media’ award at Campaign’s Inspiring Women Awards. The prestigious awards honour exceptional women and their allies in the UK marketing, advertising, media, and technology industries, recognising individuals who have made significant contributions and paved the - [A Cannes Lions 2025 Guide for ROI-Hungry APAC Marketers](https://www.media-sense.com/2025/06/16/a-cannes-lions-2025-guide-for-roi-hungry-apac-marketers/) - Cannes Lions often feels a world away for many APAC marketers. With tight budgets, time zone hurdles, and minimal on-the-ground presence, most engage with the festival from afar - via media coverage, curated highlights, and post-event analysis. In an article with Campaign Asia, Shufen Goh, President, APAC at mediasense, poses a timely question: What meaningful - [What’s the Future Role of Media? It’s Complicated](https://www.media-sense.com/2025/06/25/whats-the-future-role-of-media-its-complicated/) - 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 - [mediasense Appoints Chief Technology & Innovation Officer to Drive Marketing Intelligence for Clients](https://www.media-sense.com/2025/07/09/mediasense-appoints-chief-technology-innovation-officer-to-drive-marketing-intelligence-for-clients/) - mediasense, the global marketing advisory, today announced the appointment of Chris Banschbach as Chief Technology & Innovation Officer. This strategic hire reflects mediasense’s commitment to transforming the way brands harness data to power agile, intelligent decision-making across the entire marketing ecosystem. As marketers face a growing imperative to move from data-saturated to insight-rich operations, Banschbach - [Inside AI’s Growing Role in Agency Reviews - How it is Transforming the Pitch Process](https://www.media-sense.com/2024/10/24/inside-ais-growing-role-in-agency-reviews-how-it-is-transforming-the-pitch-process/) - Agencies are using AI to complete all sorts of tasks in new business pitches, with many agency holding companies investing millions of dollars into the technology to keep pace with competitors. The technology is helping agencies save time and money, and allowing shops to test and fine-tune their creative ideas before presenting them to clients. - [‘Remain Vigilant’: Sam Tomlinson Reflects on Transparency Study](https://www.media-sense.com/2024/09/24/remain-vigilant-sam-tomlinson-reflects-on-transparency-study/) - In honour of 10 years of innovative, game-changing research, The Media Leader looks back on three Grand Prix-winning projects that continue to be discussed today, with reflections from the people spearheading them. First up to feature is PwC, which won the Grand Prix in 2022 for its work looking at transparency in the programmatic supply chain. The ## Pages - [Home](https://www.media-sense.com/) - [Contact](https://www.media-sense.com/contact/) - Contact mediasense - [Leadership](https://www.media-sense.com/leadership/) - mediasense Executive Leadership Team. - [Agency Family Tree](https://www.media-sense.com/agency-family-tree/) - [Careers](https://www.media-sense.com/careers/) - [ISMS](https://www.media-sense.com/iso27001-isms/) - ISO/IEC 27001 and Cyber Essentials Plus (CE+) mediasense operates an Information Security Management System (ISMS) certified to ISO/IEC 27001:2022 following independent audit by a UKAS accredited certification body. We also hold Cyber Essentials Plus certification. These certifications demonstrate that mediasense has formally audited controls for the secure handling of client and mediasense information, covering access - [New Business League Submissions](https://www.media-sense.com/new-business-league-submissions/) - [Privacy Policy](https://www.media-sense.com/privacy-policy/) - MediaSense Privacy Policy - [Acceptable Use Policy](https://www.media-sense.com/acceptable-use-policy/) - MediaSense Acceptable Use Policy - [Accountability](https://www.media-sense.com/governance-and-controls/) - [Organization](https://www.media-sense.com/structure-and-operations/) - [Ecosystem](https://www.media-sense.com/partners-and-platforms/) - [Science](https://www.media-sense.com/measurement-effectiveness/) - [Culture](https://www.media-sense.com/culture/) - [Reports](https://www.media-sense.com/reports/) - [Events](https://www.media-sense.com/events/) - [Data Processing Agreement](https://www.media-sense.com/data-processing-agreement/) - DPA - Coming Soon - [Cookie Policy](https://www.media-sense.com/cookie-policy/) - MediaSense Cookie Policy ## People - [Sam Tomlinson](https://www.media-sense.com/leadership/sam-tomlinson/) - [Chris Banschbach](https://www.media-sense.com/leadership/chris-banschbach/) - [Graham Brown](https://www.media-sense.com/leadership/graham-brown/) - [Jen Pratt](https://www.media-sense.com/leadership/jen-pratt/) - [Michelle Kelly](https://www.media-sense.com/leadership/michelle-kelly/) - [Shufen Goh](https://www.media-sense.com/leadership/shufen-goh/) - [Ryan Kangisser](https://www.media-sense.com/leadership/ryan-kangisser/) - [Matthew Gardner](https://www.media-sense.com/leadership/matthew-gardner/) - [Andy Pearch](https://www.media-sense.com/leadership/andy-pearch/) ## Careers - [Associate Consultant (Media Analytics)](https://www.media-sense.com/careers/media-analytics-manager/) - An exciting opportunity has become available to be part of our fast-growing team and to be a key part of the Client Services function. This role provides an outstanding opportunity to join a growing global integrated marketing advisory and will provide an ambitious individual with valuable experience for progression and development. The Company mediasense is - [Senior Consultant](https://www.media-sense.com/careers/senior-consultant-emea/) - An exciting opportunity has become available to be part of our fast-growing team and to be a key part of the Client Solutions function. This role provides an outstanding opportunity to join a growing global integrated marketing advisory and will provide an ambitious individual with valuable experience for progression and development. The Company mediasense is - [Senior Consultant, EMEA Creative Team (12 months FTC - maternity cover)](https://www.media-sense.com/careers/senior-creative-consultant-12-months-ftc/) - An exciting opportunity has become available to be part of our fast-growing team and to be a key part of the Client Strategy function. This role provides an outstanding opportunity to join a growing global integrated marketing advisory and will provide an ambitious individual with valuable experience for progression and development. The Company mediasense is - [Client Director](https://www.media-sense.com/careers/client-director-3/) - An exciting opportunity has become available to be part of our fast-growing team and to be a key part of the Client Services function. This role provides an outstanding opportunity to join a growing global integrated marketing advisory and will provide an ambitious individual with valuable experience for progression and development. The Company mediasense is ## Reports - [AI Search: What Brands Should Focus on Now](https://www.media-sense.com/reports/ai-search-what-brands-should-focus-on-now/) - AI Search is changing how consumers discover, compare and evaluate brands. Usage is scaling quickly, search platforms are embedding AI into core experiences, and consumers are already using AI tools during buying journeys. But for marketers, the harder question is what to do next. Brands are being shown visibility dashboards, prompted to test tools and - [Impact Over Input: The Shift to Outcome-Based Remuneration](https://www.media-sense.com/reports/impact-over-input-the-shift-to-outcome-based-remuneration/) - As marketing leaders face increasing pressure to prove value, many are questioning whether traditional agency remuneration models are fit for purpose. This report explores the growing interest in outcome-based remuneration (OBR), the barriers to adoption, and how AI, data and measurement are reshaping the conversation. Download the report Key Takeaways 85% of respondents expect - [In-Housing AI](https://www.media-sense.com/reports/in-housing-ai/) - In-Housing AI draws on insights from over 30 global companies, captured using quantitative and qualitative methods from April to August 2025. It explores how in-house agencies are experimenting with, adopting, and integrating Gen AI across their workflows. Key Takeaways: Gen AI adoption is widespread, but full integration remains rare Efficiency and speed are driving - [The Future of the Media Organisation](https://www.media-sense.com/reports/the-future-of-the-media-organisation/) - A joint study from mediasense and the WFA reveals how the media function is being transformed by the impact of digital and AI, highlighting the need for change in three key areas: integration, connection and partnerships. The Future of the Media Organisation report is based on responses from 56 of the world’s biggest companies representing - [Managing Volatility in Social Media Marketing](https://www.media-sense.com/reports/managing-volatility-in-social-media-marketing/) - As social media becomes an increasingly volatile environment for marketers, mediasense’s latest report unpacks the strategic, regulatory, and algorithmic shifts transforming the space and provides a playbook for future-proofing your social media strategy through diversification, influencer strategy, and culture-first thinking. Key Takeaways Regulation and algorithms are reshaping ROI: Privacy laws, content restrictions, and algorithm changes - [e-Commerce Enablers](https://www.media-sense.com/reports/e-commerce-enablers/) - The growing emphasis on e-commerce has led to the rise of e-commerce enablers – service providers or platforms that help businesses establish, operate, and enhance – their online business. As brands scale their digital capabilities, these partners play a vital role in aligning the broader marketing ecosystem to support sustained growth. Key Takeaways: The emergence - [Marketing Procurement Trends 2024](https://www.media-sense.com/reports/marketing-procurement-trends-2024/) - Marketing procurement teams are navigating the tension between driving cost optimization and supporting the brand’s need to stay progressive across creativity, innovation, and experience. The 2024 trends highlight how effective processes, grounded in communication, accountability, and agility, can drive change across marketing organizations. Key takeaways: Aligning priorities is key to smarter spend: Procurement and marketing - [The Path to CPG Performance](https://www.media-sense.com/reports/the-path-to-cpg-performance/) - Price sensitivity is the defining challenge for CPGs in 2024. With limited flexibility for price adjustments, companies are doubling down on performance marketing and brand-building. The shift is toward volume-driven growth, especially in emerging international markets. At the same time, CPGs are investing in core brands to develop category leaders, even as broader portfolio divestments - [Marketing Measurement: Navigating the Path to Measurement Maturity](https://www.media-sense.com/reports/marketing-measurement-navigating-the-path-to-measurement-maturity/) - Marketers today face unprecedented pressure to demonstrate growth and accountability, yet many struggle to gain true clarity on impact. This guide looks beyond short-term efficiency metrics to uncover how marketers can build a more integrated, future-ready approach, one that drives actionable insights, sustainable growth, and real business contribution. Key Takeaways Full-funnel measurement matters: A full-funnel - [Leveraging Your Influencer Mix](https://www.media-sense.com/reports/leveraging-your-influencer-mix/) - We explore how marketers can deploy a strategic mix of influencer types to maximize effectiveness. Many stumbles by prioritizing follower count over engagement quality and relevance. An examination of tiers from nano- to mega-influencers reveals how a well-balanced mix can amplify reach while fostering authentic connections. Key Takeaways: Benchmark competitors to identify market gaps and - [Audience Extension Networks - A Guide for Advertisers](https://www.media-sense.com/reports/audience-extension-networks/) - mediasense’s latest short-form guide demystifies Audience Extension Networks (AENs) - the third-party publisher networks that platforms like Google, Meta, and TikTok use to distribute ads beyond their own properties. This guide outlines what AENs are, their benefits and risks, plus practical guidance for advertisers to manage them effectively. Key Takeaways AENs extend beyond owned platforms: - [Managing Supplier Complexity - 10 Key Considerations](https://www.media-sense.com/reports/managing-supplier-complexity-10-key-considerations/) - CMOs and Procurement leaders today face unprecedented complexity in managing supplier ecosystems. With agencies, adtech, martech, data partners, and research providers multiplying, the challenge is no longer just selection—it’s integration, enablement, and long-term value creation. This guide offers 10 principles to help leaders cut through supplier complexity, rethink operating models, and build resilient, future-ready partnerships - [ISBA’s Digital Retail Media Study](https://www.media-sense.com/reports/isbas-digital-retail-media-study/) - Digital retail media is rapidly gaining traction by merging trade and marketing, leveraging customer data, purchase intent, and closed-loop attribution to drive measurable sales. With UK digital retail media projected to reach £4–5bn in 2025, scalable growth will depend on strong governance across key areas such as people, strategy, partnerships, standardization, and value. Key takeaways - [Future of Agency Remuneration](https://www.media-sense.com/reports/future-of-agency-remuneration/) - Change is being driven by an ambition to deliver better alignment to business outcomes, greater accountability and improved access to talent Many advertisers expect agency fees to increase in some areas but are anticipating AI will generate reductions Three out of four multinational brands are seeking to change their agency renumeration model in the next - [Pitch Smart - Global Media Agency Study on Improving Pitch Practices](https://www.media-sense.com/reports/pitch-smart-global-media-agency-study-on-improving-pitch-practices/) - mediasense’s global Pitch Smart study reveals that current pitching practices are costly, time-consuming, and detrimental to agency culture and mental health. There is widespread demand for a more transparent, streamlined, and values-driven process. Key Takeaways: Pitching is resource-intensive: 86% of agencies see it as excessively time- and cost-heavy. Culture is under pressure: 64% say the - [The Future of Media Agency Models](https://www.media-sense.com/reports/the-future-of-media-agency-models/) - Flexibility, speed and integrated talent are key to future proofing services. The agency ecosystem is having to reinvent itself. New research from global media advisors MediaSense, in partnership with the World Federation of Advertisers (WFA), shows an overwhelming proportion of major multinational brands looking to improve their agency model with just 11% of respondents believing - [Global Creative Hotshops](https://www.media-sense.com/reports/global-creative-hotshops/) - Creative hotshops offer brands agility, innovation, and cultural relevance, but to maximize their impact, brands must adapt their ways of working. When processes, people, and purpose are aligned, brands can unlock deeper collaboration and more effective creative outputs. Key takeaways: Strengthen accountability: Use shared KPIs to ensure agency partners work toward unified business goals. Adopt - [Media Agency Transition - Navigating the Complexity](https://www.media-sense.com/reports/media-agency-transition-navigating-the-complexity/) - Transitioning to a new media agency involves strategic planning, clear roles, and proactive risk management. mediasense’s guide outlines key milestones and actionable tips to ensure a smooth, efficient handover with minimal disruption. Key Takeaways: Defined roles drive smoother transitions: Clear responsibilities ensure structure throughout the change. Risk management must be proactive: Anticipating challenges enables stronger - [Proprietary Media – Best Practice for Advertisers](https://www.media-sense.com/reports/proprietary-media-best-practice-for-advertisers/) - mediasense presents the inaugural short-form report in its new Insights series, exploring proprietary media - where agencies buy inventory with their own capital and resell it to clients. The report offers an objective perspective on its growing importance, benefits, and best practices for advertisers. Key Takeaways: Proprietary media offers clear advantages: Benefits span advertisers, agencies, - [Pitch Management – Key Stages for Success](https://www.media-sense.com/reports/pitch-management-key-stages-for-success/) - mediasense’s latest guide outlines the essential stages for managing a successful media pitch. Designed to help advertisers plan and execute with clarity, it covers everything from initial alignment to final selection. Key Takeaways: Early planning sets the foundation: Defining the operating model upfront aligns expectations. Alignment strengthens outcomes: Clear success criteria unite all stakeholders. Preparation - [Working/Non-Working](https://www.media-sense.com/reports/working-non-working/) - mediasense, in partnership with the WFA are delighted to launch a new study focused on the evolving use of ‘Working/Non-working’, and how digital transformation is accelerating the impetus to create a new approach and taxonomy. The report consolidates insights from some of the world’s largest advertisers and WFA members, providing a perspective on the current - [Media’s Got Talent](https://www.media-sense.com/reports/medias-got-talent/) - Data and analytics, eCommerce and measurement top skills shortage Over specialisation, poor training and talent management key reasons for lack of staff development Nearly half (48%) of all advertisers, agencies, ad tech companies and media owners think the industry is facing its “worst-ever crisis” when it comes to talent, topping off at 54% among - [Media 2025 Wave Six](https://www.media-sense.com/reports/media-2025-wave-six/) - The media and advertising landscape is in the ‘next phase of its evolution’ as global media leaders now look to data, AI and a more collaborative client-agency approach to navigate an era of rapid change and drive efficiencies in transformation. Transformation is progressing, creating stronger, more strategic partnerships with brands and their agencies. Independent global - [AI in Creative Production](https://www.media-sense.com/reports/ai-in-creative-production/) - Generative AI is revolutionizing creative marketing by automating repetitive tasks and supercharging human ingenuity, empowering brands to accelerate efficiency, spark breakthrough innovation, and craft hyper-personalized consumer experiences. Achieving success requires organizations to strategically recalibrate talent and technology ecosystems while navigating complex ethical and operational landscapes, positioning AI as a powerful catalyst that enhances creativity, drives ## Events - [Paying for Influence](https://www.media-sense.com/events/paying-for-influence/) - [The Influencer Agency Gold Rush](https://www.media-sense.com/events/the-influencer-agency-gold-rush/) - [Influencers at Scale: Without the Chaos](https://www.media-sense.com/events/influencers-at-scale-without-the-chaos/) - [The Marketing Procurement iQ Conference](https://www.media-sense.com/events/marketing-procurement-media-management-conference/) - [ProcureCon Marketing CONNECT](https://www.media-sense.com/events/procurecon-marketing-connect/) - [ProcureCon Marketing North America](https://www.media-sense.com/events/procurecon-marketing-north-america-2/) - [Campaign Media 360](https://www.media-sense.com/events/campaign-media-360/) - [ANA Media Conference](https://www.media-sense.com/events/ana-media-conference/) - [ANA Advertising Financial Management Conference](https://www.media-sense.com/events/ana-advertising-financial-management-conference/) - [ANA Brand Masters Conference](https://www.media-sense.com/events/ana-brand-masters-conference/) - [ANA Masters of Marketing Conference](https://www.media-sense.com/events/ana-masters-of-marketing-conference/) - [ProcureCon Marketing Europe](https://www.media-sense.com/events/procurecon-marketing-europe/) - [WFA & MediaSense Future of Agency Remuneration Webinar](https://www.media-sense.com/events/future-of-agency-remuneration-webinar/) - [Media 2025: Wave 6 Webinar](https://www.media-sense.com/events/media-2025-wave-6-webinar/) - [MediaSense Innovation Session](https://www.media-sense.com/events/mediasense-innovation-session/) - [WFA Global Marketer Week](https://www.media-sense.com/events/wfa-global-marketer-week-2/) - [ANA Financial Conference](https://www.media-sense.com/events/ana-financial-conference/) ## Categories - [News](https://www.media-sense.com/category/news/) - [Insights](https://www.media-sense.com/category/insights/) ## Tags - [Media 2020](https://www.media-sense.com/tag/media-2020-2/) - [ISBA](https://www.media-sense.com/tag/isba/) - [In-housing](https://www.media-sense.com/tag/in-housing/) - [Ryan Kangisser](https://www.media-sense.com/tag/ryan-kangisser/) - [Andy Pearch](https://www.media-sense.com/tag/andy-pearch/) - [Theo Johnson](https://www.media-sense.com/tag/theo-johnson/) - [Digiday](https://www.media-sense.com/tag/digiday/) - [Agency Selection](https://www.media-sense.com/tag/agency-selection/) - [WFA](https://www.media-sense.com/tag/wfa/) - [Dan Brown](https://www.media-sense.com/tag/dan-brown/) - [Digital Auditing](https://www.media-sense.com/tag/digital-auditing/) - [Media Auditing](https://www.media-sense.com/tag/media-auditing/) - [Pitch Management](https://www.media-sense.com/tag/pitch-management/) - [Media Measurement](https://www.media-sense.com/tag/media-measurement/) - [Digital Transformation](https://www.media-sense.com/tag/digital-transformation/) - 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