Why media agencies still matter: The undervalued experts

Continuing our series, it’s inevitable that we need to address what’s not working… A weakness that continues to plague media agencies is being treated as channel implementers instead of idea architects. Not because they lack strategic depth, but because the industry too often fails to tap into it. This is made more pervasive by outdated briefing structures, budget-first planning, and a persistent view that media’s role begins after the creative has been cracked.

The result? Great media thinking gets reduced to scheduling. The discipline that should help shape strategy and creative thinking becomes the team that’s asked to “find the cheapest rates” and “push the GRPs.” It’s no wonder the smartest minds in media are burning out - or worse, checking out.

The tragedy? We’re squandering expertise in an era that needs it more than ever. We’re delivering in silos and wondering why the sum doesn’t equal the parts. We’re briefing media like it’s just the execution layer, rather than the operational glue.

This is not just inefficient. It’s expensive. It’s risky. And it leaves value lying waste on the table.

This weakness isn’t about capability. It’s about positioning. And positioning can be changed. This is the fight worth having. Because when media is treated like a strategic partner, everything else gets sharper - from the creative idea to the final KPI.

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