Media planners and buyers, like many in adland, have been tackling a period of immense change. AI, media fragmentation and budget restraints are all impacting the roles within media.

At the end of January Campaign hosted Media Week Live, a conference for media planners and buyers, discussing how their roles are changing and what the future of the media agency looks like. Leaders from X, Pinterest, Omnicom, WPP, Publicis and the National Theatre joined to share their perspectives from the top.

Campaign's media journalists hosted the event: media editor Beau Jackson and deputy media editor Shauna Lewis. The pair join tech and multimedia editor Lucy Shelley to discuss the future of the media planner and buyer, what part creativity plays in the media plan, how media planners work alongside AI and what challenges media agency leaders are facing this year.

Further reading:

What does it take to be a media agency chief investment officer?

'Frustrating' and 'disappointing': media buyers on Google's action against Kantar Media and Barb

The Lists 2025: Top 10 media buyers

‘The weather is changing’: How much should publishers fret about Google AI Overviews?

Will media buyers be the first victims of AI?

Media buying among 'first areas to go' with rise of AI, says MediaMonks co-founder

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