#MediaSnack

On this week's episode. We review some fascinating data published by AdAge, Agency Report 2016 which for the first time really brings the threat of “consultant” businesses to the traditional agency business into stark focus. Based on annual revenues, the somewhat tyranny of the “Big Six” which for many years has been WPP, Omnicom, Publicis, IPG, DentsuAegis and Havas has been broken. Accenture Interactive is now the sixth largest global agency by revenue having achieved $2.9bn in revenue for 2015, edging Havas Group out of the top six. We consider this trend, look further down the ranking and realise that the majority of the top ten digital agencies by revenue are now owned by consulting firms like Deloitte and PwC rather than WPP and Publicis. What impact is this making on the industry and is this the beginning of the end of the agency holding model and their historic dominance of the agency market?Next we look at SAP XM, a new media trading technology launched this week. Its another fascinating disruptor to the traditional media agency model, giving marketers self-serve tools at scale to connect them with media inventory in a transparent market place.Finally we address an article written by Dominic Grounsell (the Global Marketing Director of Travelex) called “Why the marketing industry is failing to attract the best and brightest talent”. He suggests that the talent question should be keeping marketers awake at night.We also announce the launch of our latest 7Ts Investigation into the 7 drivers of competitive advantage in media: Talent. Today please check out the ID Comms 2016 Media Talent Survey which is open until 3rd June 2016. If you complete the survey you will get priority access to the results when published in a few weeks time.

My guest for this special, extended edition of #MediaSnack Meets episode is Andrew Susman, Co-Founder and COO of The Institute for Advertising Ethics.

I ask Andrew our usual questions about his role and his view on the industry's successes and challenges, and then we spend a few minute talking about Andrew's great work in advertising ethics.

You can learn more about The Institute of Advertising Ethics here: https://www.iaethics.org/

Get certified as an Ethical Advertising Executive here: https://www.iaethics.org/get-certified

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Because the best are short of time, our guests answer only 6 questions in 20 minutes

We get to learn what is behind their success, what it takes to make change in the industry and what the rest of us can learn from that experience.

We ask:
1. What do you do, and what you are most proud of?
2. What is the best thing about working in media?
3. What do you think is the biggest challenge for the industry right now?
4. What is your favorite piece of business/leadership advice?
5. What is your passion outside of media?
6. Your hopes for the year ahead?

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Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.IDComms.com/GROWTH

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: 

#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 

On this week’s #MediaSnack Tom and David devote the episode to considering Facebook’s stunning growth and the impact of a bumpy last few months which has included criticisms of fake news dominating their timelines, issues over measurement inaccuracies and the closing of their troubled ad-serving business. Where to start with Facebook? The media phenomenon has seen highly enviable growth over the last decade which has been well publicised. From the outside we’ve all marvelled at a business which has managed rocket-speed growth whilst managing to keep staff, investors, marketers and agencies consistently engaged and supportive. It is a case study in how to expand a business and maintain vision, consistency and reputation. However, in the last 6 months their celebrated success story has come in for a bumpy ride. The most notable dent, especially for marketers and agencies, comes from revelations Facebook issued in September 2016 that one of their performance metrics was inaccurate. After an internal audit by independent measurement company MOAT, Facebook admitted the way they had calculated video views - one of a staggering 220 different metrics they track - had been calculated incorrectly. After further internal investigations they found additional inaccuracies in other metrics - leading many to question whether Facebook had been benefitting commercially from overstating the impact of their advertising products. Facebook claimed the errors hadn’t influenced the prices paid by advertisers, but you could argue that the decision to use Facebook at all is based on their self-validated effectiveness measures. Facebook, to their credit seem to have managed this well - quickly issuing clarifications and changes. Facebook announced that they were opening up to external verification, creating a Measurement Board which invites independent measurement companies and some advertisers to ensure Facebook is properly serving brand needs and held more accountable. Following the concerns over metrics, they came in for criticisms over the algorithm managing news stories in Facebook-user timelines. Research seems to suggest that so-called “fake news” stories had outperformed genuine news (whatever that means), especially notable during the US Presidential elections. This calls into question the role that Facebook should play: does it become editor and curator of news or simply a platform which allows freedom of speech? Finally, Tom and David report on Facebook’s closure of their trouble ad-server, which was part of their Atlas business. The ad-serving had found it hard to compete with Double-Click’s dominance and so they have taken the decision to close and focus Atlas on measurement, which was always its strength. Facebook’s huge asset of having logged-in users across multiple devices and apps allows for very smart targeting, in theory. Atlas’ future can focus more on this ‘people first’ measurement. Perhaps far from this being the beginning of the end of Facebook, is it merely the end of the beginning - a media company which is learning (alongside important clients like P&G who have scaled back their precision targeting on Facebook) as it grows and moving from being a ‘safe harbour’ for media dollars, to a more accountable performance platform. Its move to come clean and now upgrade its metrics, and allowing external verification are the actions of a mature media business, listing to its customers and building for the future.

As the Omnicom-IPG merger continues to reshape the media landscape, Tom Denford and David Indo return with critical insights for advertisers. In this episode of #MediaSnack, they explore how the traditional agency model is shifting from service to sales, and why advertisers need to rethink their media strategies now. They break down how to update contracts, renegotiate for better value, and protect agency relationships in a post-merger world. In the How to Win segment, they reveal how even big brands are losing competitive advantage by relying on outdated media auditing and platform-driven results, and what smart marketers must do to take control, boost outcomes, and future-proof their investments.

00:14 – How Not to Lose

Why media agencies are moving from service to sales
What advertisers must renegotiate in 2025 contracts
How to protect your brand’s talent and agency relationships

10:05 – How to Win

Why big spenders are seeing small results
The three hidden risks hurting media performance
How smarter audit strategies can drive real business growth

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

Learn more about navigating the Omnicom-IPG Merger: https://www.idcomms.com/omnicom
Explore Digital Control and Modern Media Auditing: https://www.idcomms.com/digital-control
Winning the Digital Pitch: https://www.idcomms.com/blog/winning-...

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

Over the last few years, the advertising industry has been witnessing how media agencies were pushing new trading models to increase their revenue while advertisers raise their concerns about the lack of transparency within the digital media value chain. The ANA report increased tensions and the global industry has been looking for innovative ways of self-regulation.

Latin America as a region, was far from the US or Europe. The two biggest markets had opposite realities: Brazil has legislation that prevents the operation of media agencies, allowing creative agencies to perpetuate an obsolete model that allows remuneration at standard commissions based on media investment and media rebates from media owners. On the other hand, Mexico saw the peak of new trading models pushed by media agencies. The rest of the region will follow between these two different realities.

In April 2021, Mexico approved a 13 article Law that aims to eliminate and prosecute non-transparent media practices between advertisers, media owners and agencies. The Law has been approved by the senate and it is yet to be published in the official book to be effective.

Reviewing your media account: #MediaSnack 154 by ID Comms

In this special edition of #MediaSnack, Tom Denford and David Indo break down the most significant shifts in the global media and marketing industry from 2025. From blockbuster mergers and AI disruption to mass layoffs and murky data breaches, this has been a year of consolidation, chaos, and recalibration. Using the letters of “MediaSnack,” they recap the 10 biggest themes every CMO and media leader should be tracking as we head into 2026. Plus, they name their Media Person of the Year — the industry figure who had the most structural impact on media this year.

This is your essential summary of the year in media, packed with perspective, insight, and guidance for marketers navigating what comes next.

In this episode, you’ll hear:

Plus: The MediaSnack Person of the Year — a bold, controversial choice.

#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/

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

My guest for this #MediaSnackMeets episode is Brian Wieser, Principal at Madison and Wall

Find out:
- What is Brian's experience in the industry and what is he most proud of professionally?
- What he sees are the industry's biggest challenges and how we might address them?
- What does he do to unwind and recharge?
- Plus his best industry leadership tips and more!

You can find Brian here: linkedin.com/in/brian-wieser-cfa-0a32b5

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#MediaSnack​ Meets is a regular interview with the curious media professionals who are reshaping the global industry.

Thanks for watching, if you enjoy #MediaSnack​ Meets please give us a thumbs up (it really helps) and do share links and tell others. Subscribe to our channel to stay updated.  

Marketer? 
For tips, guides & other amazing free resources for marketers, get started at: www.idcomms.com

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/