A new view of the future media landscape

C John Brady

Forecasting is always difficult in periods of disruption – and the communication environment is in just such a situation.

A new view of the future media landscape

C John Brady

Forecasting is always difficult in periods of disruption – and the communication environment is in just such a situation. C John Brady looks at three possible business models for the industry – powerful commodity volume media buyer; supercharged media planner; and the emergence of a comprehensive pure creative agency

THE MEDIAlandscape – by which I mean the corporate topography of the industry (advertising agencies, media agencies, full marketing services firms, old media and new) – is adapting in response to the change all around us. But...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands