Agency Business

In this episode of Agency Business, co-hosts Olivia Morley and Brian Wieser interview Ruben Schreurs, CEO of Ebiquity, to explore the evolving landscape of media investment and the role of media audits in maximizing ad spend.

Ruben shares insights into how brands can ensure their media dollars are working harder, the importance of transparency in agency relationships, and why now—more than ever—marketers must take a data-driven approach to media planning and buying.

From uncovering hidden inefficiencies to leveraging insights that drive real business impact, this conversation dives into the critical factors shaping today’s media investment strategies. Ruben also sheds light on the common pitfalls brands face and offers actionable advice to improve media performance across channels.

In this episode, you’ll learn:

• How media audits provide transparency and accountability for brands.
• The biggest mistakes brands make in their media investment strategies.
• Why cost efficiency doesn’t always mean effectiveness—and what to focus on instead.
• The evolving role of procurement and finance teams in media decision-making.
• Practical steps brands can take to ensure they're getting the most from their ad budgets.

Reach Out

For sponsorship inquiries or to discuss potential guests, email Brian [email protected] and Olivia at [email protected].

Follow Madison and Wall and FusionFront Media on LinkedIn for updates.

Explore our other podcasts:

• Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.
• The M&W Podcast – Brian opens up about his latest work—plus crucial economic, financial, and industry trends.

In this episode of Agency Business, Brian Wieser and Olivia Morley talk with Kamran Asghar, CEO and founder of Crossmedia USA, about the evolving landscape of independent media agencies. Asghar shares insights into Crossmedia’s journey, its commitment to transparency, and how independent agencies can provide an alternative to holding company networks.

Key topics covered in this episode include:

• Crossmedia’s origin story and its mission to provide integrated media solutions outside of the holding company model.
• How Crossmedia’s partnership with Joan Creative is shaping new approaches to collaboration.
• How Asghar thinks about delivering scale, cost efficiencies, and transparency to clients. "There are more integrated remits now than there have been before," he says. "I don't think there are many solutions out there."
• The growing demand for principle-based media buying.
• Asghar’s take on recent industry news, including leadership changes at major holding companies and what it signals for agency culture.

Key Moments:

[1:20] Asghar’s journey from Ogilvy to launching Crossmedia USA.

[5:30] How Asghar bootstrapped and grew Crossmedia.

[10:45] The importance of integrated media and creative partnerships, featuring the Crossmedia and Joan Creative collaboration.

[15:20] How Crossmedia is addressing client expectations around cost efficiency and transparency.

[20:05] Insights on agency leadership turnover and the evolving role of agency brands.

About the Guest:

Kamran Asghar is the CEO and founder of Crossmedia USA, an independent, data-driven media agency founded with the vision of bringing transparency and accountability to media buying.

Reach Out

For sponsorship inquiries or to discuss potential guests, email Brian [email protected] and Olivia at [email protected].

Follow Madison and Wall and FusionFront Media on LinkedIn for updates.

Explore our other podcasts:

• Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.
• The M&W Podcast – Brian opens up about his latest work—plus crucial economic, financial, and industry trends.

In this episode of Agency Business, Brian and Olivia are joined by Joanne Davis, one of the industry's leading agency search consultants.

Joanne founded Joanne Davis Consulting in 2000 and became a partner in SCAN International in 2006 and is currently Co-CEO. The firm specializes in agency models – internal and external, agency search/selection, agency compensation and client/agency optimization and training. Clients include and have included: Benjamin Moore, Cotton (“The Fabric of Our Lives”), ExxonMobil, Johnson & Johnson, Marriott, Microsoft and Sonic.

In this episode we talk about the impact of AI on fees (and related emerging functions such as prompt engineers and creative lawyers), whether clients get the agencies they deserve, how important agency culture is and much more.

We also review news of the week covering WPP's new back-to-the-office mandate, Havas' reduced guidance and the sudden shift of Starbucks' account from WPP to Stagwell's Anomaly.

In this episode of Agency Business, we're joined for a fascinating conversation with independent agency FerebeeLane's co-founders to talk about working with high-end brands, broadening service offerings, global expansion and how Matt and Josh manage their business more generally.

We also discuss recent industry news including the appointment of Bob Lord at Horizon, recent results at Accenture and the politicization of advertising.

In this episode of Agency Business, Brian Wieser and Olivia Morley are joined by Jay Pattisall, vice president and principal analyst at Forrester, to discuss the biggest agency news of the year (and probably the decade): Omnicom’s acquisition of IPG. Wieser, Morley, and Pattisall share their insights into the implications of this deal, including:

• What the acquisition signals about the future of agency holding companies.
• How IPG’s media and creative operations might integrate into Omnicom’s structure.
• Why consolidation of brands seems likely, despite public assurances to the contrary.

The discussion also explores broader trends in the agency world, such as:

• The Forrester Wave for media and creative agencies.
• Intelligent creativity—where AI and advertising services intersect.
• How agencies are incorporating technology into their service models to create new revenue opportunities.

• [1:50] Introducing Jay Pattisall and his role at Forrester.
• [3:15] Exploring the Forrester Wave, intelligent creativity, and key industry trends.
• [8:40] Are agencies becoming software companies? Wieser, Morley, and Pattisall reflect on the concept.
• [12:00] Breaking down Omnicom’s acquisition of IPG—what it means for agency brands and operations.
• [16:30] Predictions on consolidation and restructuring within Omnicom Media Group and creative networks.

Jay Pattisall is a vice president and principal analyst at Forrester, where he conducts research on agency performance, advertising and marketing trends, the intersection of AI and creativity, and more. Learn more about Jay and his work on his Forrester analyst page.

For sponsorship inquiries or to discuss potential guests, email Brian at [email protected] and Olivia at [email protected].

Follow FusionFront Media on LinkedIn and Madison and Wall on LinkedIn for updates.

Explore our other podcasts:

• Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.
• The M&W Podcast – Brian opens up about his latest work—plus crucial economic, financial and other trends industry leaders should be watching.

On our debut episode, Olivia and Brian interview Paul Woolmington, CEO of Canvas Worldwide to talk about his experiences as a leader in the agency industry. We discuss a significant amount of history given his foundational role establishing media agencies as stand-alone businesses (at Y&R and The Media Kitchen) and co-founding Naked, which pioneered communications planning. We also review agency industry news from the first week of December, including IPG's sale of Huge and layoffs at Edelman, with a conversation focusing on the bigger picture impacting both of those businesses.