In the tenth year of the MediaSense Media 2025 research programme, we find brands and agencies pointing in the same direction, aiming for the same outcome, more now than at any previous time.
But, whereas both parties can be optimistic about the future, many brands feel intensely frustrated, discovering that the operational realities of integrating content, media, data and technology are like “eating an elephant one bite at a time”.
Whilst technology is creating new routes to the consumer, accelerating speed to market, opening up new audiences and creating new effectiveness
metrics, we are also witnessing the accelerated decline of legacy media, the under-achievement of media technology, the failure of the media measurement system and deep-rooted challenges in data connectivity.
The marketing effectiveness journey remains steep and bumpy for brands. However, there is an AI-assisted light at the end of the tunnel, and agencies appear to be very well placed to capitalise.
This is why the theme of this year’s research study is transformation.