Why Creative Is Still Media’s Biggest Blind Spot

In this episode of the Marketing Scientists Podcast, Ian Martins, Managing Director of Zenith, joins us for a no-filter look at the modern agency world. Ian unpacks why the creative/media divide is still costing brands big money, how the traditional agency model is ripe for reinvention, and why the current obsession with AI-driven cost savings is missing the point.

We explore the rise of "Power of One" models, why media teams need a seat at the creative table, and how smart brands are blending brand + performance thinking. Ian also shares practical insights on creative testing, algorithmic buying, and why most media metrics are still chasing the wrong goals.

About the guest:
Ian Martens is the Managing Director of Zenith , part of the Publicis Groupe. With a career that spans scrappy independents to global HoldCos, Ian brings a uniquely candid perspective on what’s broken — and what’s possible — in media, creative, and marketing leadership today.