'Full service thinking': How brands are reorganising as media becomes less siloed - with MediaSense's Ryan Kangisser

One of the key topics of industry research we at The Media Leader have been following is how media companies – be they agencies, owners or brands – can and should restructure themselves to become more fit-for-purpose in a changing media ecosystem.

Independent marketing advisory MediaSense has been examining these issues for several years, and last month it released its latest report, in partnership with the World Federation of Advertisers, titled, The Future of Media Organisations. 

Based on responses from many of the world’s largest companies representing $52bn in annual media spend, the report found that media is emerging as a key way to connect disparate marketing functions – from creative to brand strategy. Media, in other words, is becoming less siloed.

But that begs the question: how do businesses and their agencies reorganise to fit that new model?

Ryan Kangisser is the chief strategy officer at MediaSense. He joins the podcast once again to explain the details of the study, their implications for marketers and agencies, and why integration – rather than scale – is the key to media success going forward.

He remarks: "I think [brands] want full-service thinking, not necessarily full-service doing."

Highlights:

1:48: Toplines from The Future of Media Organisations report: breaking down siloes

6:07: If media is taking a bigger role, who owns strategy?

11:39: Developing the right data infrastructure to improve audience planning

16:20: Global versus local: why there is an erosion of regional specialism

24:03: How is the agency model changing?

Related articles:

Media’s strategic role in integrating marketing functions for brands

What’s the future role of media? It’s complicated

Rethinking agency remuneration in 2025 — with MediaSense’s Ryan Kangisser

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Thanks to our production partners Trisonic for editing this episode.

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