101: Working with a media agency and understanding media jargon

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This 101 session explores how media agencies work and how advertisers can get the most from them. We’ll look at the role media agencies play in planning and buying, the different agency models available, and how to build effective, performance-led client–agency relationships.

The session also demystifies common media terminology and metrics — from CPMs to ROI — helping advertisers engage more confidently in media discussions, set clearer expectations, and make better-informed decisions.

What you will learn:

• Understand what media agencies do (and don’t do).
• How to know when and why to use a media agency.
• Understand the different agency models and remuneration structures.
• How to measure agency performance and effectiveness.
• Demystify common media terms and metrics so conversations are clearer and more productive.