#14: Navigating Media’s Pricing Dilemmas With Kate O’Brien

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Mar 24, 2025

Kate O’Brien, founder of Powers of Reasoning and a former executive at Omnicom Media Group, delves into the complexities of media compensation models. She shares her insights on balancing senior talent with client demands for efficiency, emphasizing transparency in media buying. The conversation highlights the tension between performance-based models and creating genuine partnerships. Kate also discusses the impact of recent leadership changes at GroupM and the evolving dynamics of agency-client relationships, shedding light on how agencies can adapt to economic uncertainties.

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ANECDOTE

Kate's Career Pivot Anecdote

Kate O'Brien shared how a LinkedIn message from Scott Hagedorn helped pivot her career from creative to media data and strategy.
This led her to roles at Omnicom agencies like Hearts & Science, blending creative thinking with data and media.

ADVICE

Three Levers for Performance Contracts

Use three performance levers in scopes: what the agency controls, what the client controls (like surveys), and market-controlled outcomes.
This simplifies contracts and aligns focus on business results rather than just people hours.

INSIGHT

Reality of Principal Buying

Non-disclosed principal buying involves risk-taking and is complex to fully disclose due to data volume and costs.
Proper tracking and technology allow performance management even in non-disclosed models, combining savings and effectiveness.

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Kate O’Brien, founder of Powers of Reasoning and former executive at Omnicom Media Group agencies such as Hearts & Science and Resolution Agency, joins co-hosts Olivia Morley and Brian Wieser to discuss evolving compensation models, balancing senior talent with efficiency, and the future of media agency leadership.

Drawing from her extensive experience leading media strategy for global brands, Kate shares insights into launching her own consultancy and advising clients on media strategy, pricing models, and managing economic uncertainty. The conversation explores the tension between principal-based buying and transparent partnerships, as well as how agencies can deliver value while navigating client demands for efficiency and growth.

Plus, Olivia, Brian, and Kate talk recent leadership changes at GroupM, trends in agency compensation, and the ongoing debate over performance-based models.

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Agency Business works with sponsors, but it’s not pay-to-play. We consider guests who are decision-makers at the highest level of their agencies. We’d love to feature more women and leaders of color—if that's you or someone you know, please reach out:

📩 Brian at brian@madisonandwall.com

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Explore Our Other Podcasts:

📊 The Madison and Wall Podcast – Brian opens up about his latest work—plus crucial economic, financial, and industry trends.

🎬 Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.

A Note From Our Sponsor

This episode is sponsored by Ebiquity.

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