How should advertisers organise their media capabilities for a world of increasing complexity, greater demands for effectiveness and rapidly evolving AI?

WFA and Mediasense have developed the Future Media Operating Model report, exploring how leading global advertisers are rethinking the way media is structured, governed and delivered. Rather than identifying a single “best” model, the research identifies different operating-model archetypes and the choices and trade-offs behind them, from global versus local ownership and internal versus external capabilities, to agency relationships, governance, talent and technology.

We will take members behind the findings and explore what they mean in practice, looking at how different models are evolving, where organisations are concentrating capabilities, the tensions advertisers are trying to resolve, and how AI could change the shape of the media organisation still further.

The report provides the framework; the webinar will focus on how to use it. We will include additional interpretation, examples and discussion to help WFA members consider their own operating model and where it may need to evolve.

The session should prove valuable to global and regional media leaders, media operations and capability teams, media procurement, and senior marketers responsible for how media is organised and delivered.