Research & Reports

MediaSense's Media 20:20 Programme

Media 2025 Wave Six

MediaSense's sixth and latest wave of Media 2025 research finds the media and advertising landscape 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, but for many, it is still in its infancy with organisational structure cited as is the biggest blocker to transformation

Media 2025 Wave Five

Released in March 2022, wave five discovered that brands had become ambitious – looking to evolve into more self-sufficient, data and integrated consumer-centric organisations. Current progress was varied, with brands running at different speeds, and in a constant state of transformation. Just 11% of global CMOs were confident that they had completed their digital transformation journey.

Media 20:20 Wave Four

Released in November 2021, Wave Four of MediaSense’s Media 20:20 research found CMOs believing they were too slow in transforming their media models. The report has an over-arching theme of self-sufficiency with advertisers looking to drive efficiency in their media models.

MediaSense Insights

Pitch Management – Key Stages for Success

MediaSense are delighted to share the second guide in our MediaSense Insights series, looking at the key stages in a pitch management process – covering the milestones for advertisers to consider before running a pitch.

Media Agency Transition – Navigating the Complexity

MediaSense experts have authored a guide focusing on the complexities in appointing a new media agency – covering the key milestones and workstreams to enable a seamless strategy for transition.

Proprietary Media – Best Practice for Advertisers

With the increasing volume and value of proprietary media traded, MediaSense releases a timely and objective report – discussing potential benefits and best practice for advertisers.

Pitch Smart – Global Media Agency Study on Improving Pitch Practices

As featured in Ad Age, Digiday & Campaign, MediaSense’s global media agency study on how current pitch practices can be improved, and specifically how the evaluation criteria (used for selection) could change to drive greater differentiation and impact.

MediaView – MediaSense’s Marketing & Media Newsletter

Join over 1500+ MediaView newsletter subscribers. Regular insights designed for CMOs, Media & Marketing Leads and Digital Experts.

MediaSense Partnership Content

The Future of Media Agency Models

The agency ecosystem is having to reinvent itself. Research from MediaSense & the WFA, finds an overwhelming proportion of major multinational brands looking to improve their agency model - with just 11% of respondents believing their current agency model fits their future needs.

Media’s Got Talent

The largest study of its kind, a joint WFA and MediaSense report examining the challenges in global media talent management and retention.


A WFA & MediaSense study amongst the WFA network, revealing a huge appetite to evolve the conventional ‘working / non-working’ methodology to better address the constantly evolving marketing landscape.

MediaSense & Alchemy Innovation Series

Providing marketers with a unique opportunity to meet leading start-ups and scale-ups across a range of emerging MarTech disciplines – our innovation sessions take place quarterly.

Watch previous sessions and sign-up for incoming events