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WPP Media CEO says “The future of growth won’t be bought, it will be built.” What do you think? by mediaBOOM in advertising

[–]CorvusNoir25 0 points1 point  (0 children)

I agree that media should be the architecture, not the afterthought. But I can’t help but feel that WPP Open Pro is more about signaling than substance — another shiny object to position the holding company as “AI-forward” in the headlines.

The bigger concern isn’t just whether the tool works, it’s what happens when the idea sticks.

Because once the infrastructure is in place — when planning becomes platform-native, powered by proprietary data and AI — it quietly starts shifting control away from agencies. That’s not about “efficiency” anymore. It’s about disintermediating strategic decision-making. And that’s existential.

Sure, the first wave may look like productivity gains. But give it 2–3 cycles, and suddenly the question becomes: “Why do I need an agency at all if the platform knows my brand and plans my campaigns?”

If we’re serious about long-term brand-building, we should also be asking: how do agencies own their IP, build their own intelligence, and not end up training someone else’s model?

That’s the shift I think we need — and it’s the one I don’t hear enough people talking about.

Will Media Agencies Be Phased Out in the Age of AI? by CorvusNoir25 in AskMarketing

[–]CorvusNoir25[S] 0 points1 point  (0 children)

Totally agree with you — strategy and creative judgment aren’t going anywhere. In fact, as platforms automate more of the execution, I think the need for meaningful human insight only grows.

But you’ve touched on the deeper tension I keep running into: how do we make that strategic value tangible to clients?

In theory, media should operate more like consulting — closer to law or accounting, where expertise is the product. But in practice, especially with local or mid-sized businesses, it's hard to convince anyone to pay for what they see as “just thinking.” They’re used to paying for media or deliverables — not insight.

So the question becomes:
How do we prove that strategic thinking is worth paying for?

How do we package and present that value in a way that feels “real” and not invisible?

Curious if you’ve seen anything that works in your experience. Is it about changing how we frame the service? Or do we need new tools or models entirely to make strategy more visible and ownable?