Revolution in Advertising Sales: Future-Proofing for the New Era in Media

With the average tenure of media agency employees now less than eight years, a lack of deep experience in the industry underscores the evolving nature of the media profession, where data and automation have overshadowed the importance of personal relationships and in-depth industry knowledge. The decision-making oversight of media buying has transitioned from corporate marketing roles to purchasing and procurement professionals who typically report directly to CFOs or even to CEOs. This shift reflects a broader change in the advertising landscape where financial considerations and efficiency drive media transactions.