In this episode of #MediaSnack WINNERS, Tom Denford is joined by Fredrik Borestrom, President of the International Advertising Association (IAA) and a trusted voice in the global media and marketing community. With over 25 years of leadership experience at LinkedIn, Microsoft, and AOL, Fredrik brings a sharp, international perspective on the future of marketing.

Tom and Fredrik explore what the rest of the world can learn from Nordic markets — some of the most tech-forward and transparent media landscapes anywhere. They also dig into the gaps in measurement and why trust in the agency model is eroding. Fredrik shares his vision for developing the next generation of industry leaders and why local insights still matter more than ever, even in an AI-driven, global marketplace.

Learn more about IAA Global: https://iaaglobal.org
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The media agency landscape has entered a true Red Ocean moment — consolidation, chaos, and disruption everywhere you look. The Omnicom–IPG merger is approaching the finish line, Dentsu is dealing with a damaging cyber breach, Publicis is surging ahead thanks to aggressive AI investment, and WPP just bet $400M on Google to catch up. The stakes have never been higher for marketers deciding who to trust with their media, their data, and their future.

In this episode of #MediaSnack, Tom and David break down the latest power shifts — from agency M&A to the AI arms race — and explain what this means for brands. They outline how advertisers can protect themselves from data-security risks, avoid being collateral damage during massive agency restructures, and ensure that AI and technology actually drive growth instead of adding complexity.

Most importantly, they reveal the critical clauses every marketer needs in their agency contracts to safeguard first-party data and limit legal liability. If your agency touches your data, you need this episode.

Timestamps

 00:00 – Red Ocean chaos: mergers, breaches, disruption
 04:12 – Omnicom + IPG: what happens on Day 1
 10:28 – Dentsu’s data breach and the legal + brand risks
 15:50 – Publicis surges ahead by betting early on AI
 19:40 – WPP partners with Google — smart move or risky dependency?
 24:55 – What marketers MUST do now: data liability, AI value, tech-debt risk

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of #MediaSnack WINNERS, Tom Denford is joined by Greg Stuart, CEO of MMA Global and one of the most influential figures in modern marketing. Greg has led two of the industry’s biggest trade association turnarounds—the IAB and now MMA—growing revenues, expanding global influence, and reshaping how CMOs and marketers elevate their impact.

They explore the legacy-shaping initiatives Greg has spearheaded, from co-founding multi-touch attribution to writing the digital viewability standard, and why he believes marketers are still “destroying value at epic proportions” by executing media strategies poorly. Greg also opens up about the challenges facing CMOs today, the opportunities in AI, and why learning and applying new technologies is now the ultimate career differentiator.

Learn more about MMA Global: https://www.mmaglobal.com

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With Dentsu exploring a sale of its international business and Horizon teaming up with Havas in a new joint venture, the industry faces a pivotal moment. Job cuts, private equity interest, and consolidation are reshaping the second tier of holding companies — raising urgent questions for advertisers about stability, talent, and future-proof operating models.

In this episode of #MediaSnack, Tom and David unpack what these moves signal for the future of the agency landscape. They explore why Dentsu’s divestment could open the door to radical new ownership models, what the Horizon–Havas partnership really means, and how advertisers can cut through AI “noise” to focus on the decisions that matter most. Plus, they share practical steps for brands to ask sharper questions, renegotiate smarter terms, and adapt to the shifting market.

Timestamps
 00:00 – Welcome to the “Love Boat”: breakups & hookups
 03:12 – Dentsu explores a sale of its international business
 09:45 – Who might buy Dentsu? Private equity, consulting, or rivals
 15:08 – Horizon + Havas join forces: strategy or survival?
 21:50 – The new two-tier market and Red Ocean disruption
 27:35 – Advice for advertisers: operating models, tough questions & cutting AI noise

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Cindy Rose has officially stepped in as WPP’s new CEO at a pivotal moment for the world’s largest marketing services group. With the company’s share price down 50% since last year, mounting debt, and talent challenges, the stakes couldn’t be higher. But with her tech-driven background at Microsoft, Disney, and Virgin, Cindy brings fresh operational expertise — and potentially a bold blueprint to reinvent WPP’s future.

In this episode of #MediaSnack, Tom and David unpack what Cindy’s leadership could mean for advertisers, agencies, and the broader media landscape. They explore whether WPP can transform into a more agile, AI-powered powerhouse — or if this is a setup for a future acquisition. Plus, they share actionable advice for brands on how to renegotiate agency terms and future-proof their operating models in this shifting environment.

Timestamps
 00:00 – Cindy Rose takes the helm at WPP
 04:10 – Why WPP is vulnerable — and undervalued
 09:32 – Can Cindy drive real transformation?
 15:05 – Breaking silos and rebuilding talent
 20:48 – What advertisers must do right now

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity.

They discuss the current state of marketing effectiveness, how AI is shaping analytics, and why understanding consumers matters more than obsessing over CPMs. Sorin also reflects on his legacy at Mars, the need for advertiser voices in industry discourse, and offers advice for future marketing leaders.

Get Sorin’s Book: Marketing Effectiveness: Applying Marketing Science for Brand Growth https://www.amazon.com/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of #MediaSnack Winners, Tom Denford sits down with Terence “Terry” Kawaja, Founder & CEO of LUMA Partners, the digital media M&A advisory firm famous for the LUMAscape. With over $300 billion in deal experience, Terry shares how he built a category-defining business at the intersection of media, marketing, and technology—offering strategic advice with a blend of deep industry insight and sharp humor.

They explore the three-tier landscape of AI adoption, the return of M&A activity after a three-year trough, and what separates successful companies from the pretenders. Terry also shares why psychology matters more than finance in dealmaking, how to spot real innovation in a sea of hype, and why America’s “innovation flywheel” is its biggest comparative advantage.

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Find Terry Kawaja on LinkedIn: https://www.linkedin.com/in/terencekawaja/

Learn more about LUMA Partners: https://www.lumapartners.com/

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Tom and David map the future of the global media agency landscape, asking a provocative question: who will survive the coming consolidation? With Omnicom poised to acquire IPG and Accenture lurking in the shadows, the industry is entering what they call a “red ocean”—an era of brutal competition, strategic mergers, and existential decisions.

In this special episode of MediaSnack, they dissect the business models of the Big Three (Omnicom, WPP, Publicis), challenge the strategic positioning of smaller players like Stagwell and Havas, and predict whether Accenture might make a bold acquisition play that reshapes the category entirely. From platform power plays to exclusive content deals with brands like NFL and Netflix, Tom and David make sharp predictions for the next 12 months—and the next five years.

In this conversation, you’ll hear:

• What the Omnicom–IPG deal signals about agency consolidation
• Why WPP may be undervalued—and a prime target
• How principal-based buying is reshaping agency business models
• What smaller holding companies must do to survive
• Why Accenture could emerge as a fourth force—and redefine transparency

With the sharks circling, marketers and procurement leaders need to rethink how they plan and buy media—and who they trust to do it.

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#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Cindy Rose is stepping in as WPP’s new CEO — and with the holding group’s share price at a 16-year low and recent client losses piling up, this isn’t just a leadership change — it’s an inflection point. Tom and David break down what her appointment really signals: a shift toward AI-led operational transformation — and what that means for creativity, agencies, and advertisers alike. Drawing from their inside knowledge of WPP, they explore whether Rose can leapfrog the competition or if this is simply a safe, stabilizing move for a leaking ship. In this episode, you’ll hear: 

• What Cindy Rose’s hiring really says about WPP’s future 
• Why “leapfrog time” means moving beyond catch-up strategy 
• The legacy of Mark Read and where he fell short 
• What’s at stake for agencies in a red ocean landscape 
• A candid look at whether creativity will still matter in an AI-led WPP 

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results. Want to stay ahead in media? Visit https://www.idcomms.com 

Back from the Croisette, Tom shares his first-hand takeaways from Cannes Lions 2025 with David. While the festival had all the usual glamor and platform presence, this year’s true themes came down to three A’s: Appreciation for the power of community, a renewed focus on Agencies and their evolving role, and the real-world applications (and noise) surrounding AI. Together, they unpack what stood out, what fell flat, and what media leaders should really be paying attention to as the second half of the year kicks off.

00:00 – Setting the Stage: Why Cannes Still Matters
03:32 – Appreciation: The Role of Creativity and Craft
07:29 – Agencies: Still Central to Media’s Future
13:48 – AI: From Sizzle to Substance
18:15 – Final Reflections and What Comes Next

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Related links:

The New Vibe: Cannes 2025 and the Evolving Landscape of Agency and AI https://www.idcomms.com/blog/the-new-vibe-cannes-2025-and-the-evolving-landscape-of-agency-ai

Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/