Marketecture: Get Smart. Fast. Episode 134: Brian Wieser Dishes on the Latest Agency Drama
Aug 8, 2025
Brian Wieser, CEO of Madison and Wall, dives into the current landscape of advertising and media, offering expert insights on agency dynamics at firms like WPP and Publicis. He discusses the impact of AI and recent economic forecasts, revealing a more optimistic outlook amidst policy challenges. The conversation also tackles Google's antitrust woes and the shifts in the advertising strategies of major platforms. Humorous takes on recent earnings reports highlight the evolving challenges and opportunities in the competitive advertising arena.
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Episode notes
Bundled Media Beats Pure Transparency
- Publicis and Omnicom win by bundling media access with discounted services to match market demand.
- Agencies that package inventory plus subsidized services grow faster than those insisting on separated transparent fees.
Ask If Agencies Make Media Margin
- Parse an agency's definition of 'principal-based' media before judging their trading model.
- Ask specifically whether the agency makes margin on media to understand their commercial incentives.
WPP Needs Centralization And Automation
- WPP's issues reflect decentralization and slow moves into alternative trading models.
- Centralizing, automating and unifying media businesses is the corrective path they're likely to pursue.
