MERCADEO Versión en español
The Future of Media Agency Models: Change is Coming
Josefina Blanco| 25 de octubre de 2023
Estudio de la WFA The Future of Media Agency Models
A new survey by WFA and MediaSense shows an overwhelming proportion of major multinational brands are looking to improve their agency model. Just 11% of respondents believe their current agency model will fit future needs, while 24% say it is unfit for future purposeThe Future of Media Agency Models report, based on a survey of more than 70 multinational companies representing $50 billion in ad spend, shows that traditional holding groups will continue to have a role to play. Thanks to the breadth and depth of their offerings, as well as their ability to integrate all marketing disciplines, Established Holding Companies clearly add value for clients and are the principal model used by survey respondents.But a new breed of agile, specialist and tech-focussed agencies can also add measurable value to a more centralised media model. The study finds growth among these archetypes, while the attitude of client-side global media leads is also evolving: 45% of respondents said they are looking for more flexibility, specifically in the way they are serviced;37% are looking for simplification through fewer and better integrated partners;97% list access to talent as a key priority for the future, while 92% say integration and 92% greater speed.Although media and creative requirements remain distinct, 1 in 4 of those surveyed plan to consolidate media, creative, data and technology requirements.
