It’s no understatement to say that 2025 has been a rollercoaster year for the media agency world. From the frenetic pace of consolidation taking place mainly across independents as a result of the looming close of Omnicom’s acquisition of Interpublic Group to the constant win-and-lose battle for clients, there’s been so small amount of change impacting the industry.
And I haven’t even mentioned AI yet. It’s not an overstatement to say generative AI — and it’s boost of older versions of AI such as machine learning — has spread across the media agency landscape faster than an Arabian scirocco, affecting planning, research, data crunching, creative, activation and evaluation. In fact it’s the primary theme my colleagues, Digiday managing editor Sara Jerde and reporter Sam Bradley, will be addressing at this week’s fall Media Buying Summit in Phoenix from Oct. 15-17.
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