MediaPost Highlights ID Comms Strategic Advice for Navigating the Upcoming Mediapalooza
In a recent piece for MediaPost, columnist Richard Whitman highlighted the strategic guidance Tom and David have been sharing on the Media Snack podcast regarding the unprecedented wave of upcoming media reviews. With an estimated $70 billion in media spend expected to go into review across 2026 and 2027, the industry is bracing for a massive shift that far exceeds the typical annual average of $15 billion to $17 billion.
Whitman notes our emphasis on preparation and treating the media pitch process as a five to six quarter journey rather than a short sprint. Brands that want to succeed need to start laying the groundwork immediately.
The article breaks down the foundational steps we recommend for marketers entering this environment. The first crucial phase involves auditing existing contracts, remuneration models, governance frameworks, and staffing. This helps identify critical performance data gaps, weak termination clauses, or vague scope definitions that might cause friction. By reviewing these elements early, advertisers can clearly see what needs fixing or replacing before approaching the market.
Following the audit, brands must define their future media operating model. This means determining exactly who handles specific functions internally and externally, ranging from data ownership and artificial intelligence activation to retail media execution. Marketers also need to establish clear governance and define the technology stack required to support their future ambitions.
Once the blueprint is clear, advertisers can decide on their ideal agency ecosystem. Brands need to decide whether that involves a single global partner, a network of specialized agencies, or another configuration, along with the appropriate remuneration models.
Finally, the heavy lifting of the preparation phase requires developing evaluation criteria, detailed scopes of work, briefing materials, and clear remuneration frameworks. Whitman points to our advice that internal alignment between marketing and procurement is absolutely vital. Resolving internal disagreements and creating scenario plans before meeting with agencies ensures a much smoother pitch and transition process down the line.
Read the full article by Richard Whitman on MediaPost here: https://www.mediapost.com/publications/article/417137/id-comms-offers-mediapalooza-planning-advice.html
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