Media agencies: the misunderstood monsters of advertising. Are they ruthless financial machines feeding off client budgets, or the silent strategists who actually hold the keys to brand growth?

In this episode, I take you on a historical journey from the birth of media shops in the 70s, to my own baptism by fire in Colombia’s first media agency, to the digital-first transformations that reshaped entire markets. You’ll hear the untold story of why creatives despised us, why media outlets feared us, and why clients—despite the criticism—could never let us go.

This isn’t just a defense of media agencies; it’s a love letter to their power, their flaws, and their future. If you’ve ever wondered whether media agencies are villains, heroes, or the “perfect monsters” of the marketing world—this one will change how you see the industry forever.

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