{"id":3130,"date":"2023-11-30T13:37:19","date_gmt":"2023-11-30T13:37:19","guid":{"rendered":"https:\/\/novaexpressao.pt\/the-new-challenges-facing-media-agencies\/"},"modified":"2026-06-26T14:54:23","modified_gmt":"2026-06-26T14:54:23","slug":"the-new-challenges-facing-media-agencies","status":"publish","type":"post","link":"https:\/\/novaexpressao.pt\/en\/the-new-challenges-facing-media-agencies\/","title":{"rendered":"The new challenges facing media agencies."},"content":{"rendered":"\t\t
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Media agencies have been undergoing a structural transformation, moving from negotiators to consultants, with solutions tailored to advertisers\u2019 needs and challenges. We spoke with some of the leaders of the main media agencies, who analyse this evolution and reveal how they are investing in digital and what the main challenges are for 2024. <\/div><\/div>

A few years ago, a media agency was seen as a mere negotiator. With the evolution of the market, however, agencies have evolved and now offer more integrated solutions, with various skills, to respond to clients\u2019 new challenges. Rodrigo Albuquerque, managing director of Arena Media, considers this transformation \u201cessential for the future of media agencies\u201d, which had a role that was very focused \u201con negotiation and planning capabilities. Today, we have a broader role, acting as strategic and business partners, from research, information and insight production, to support in data and technology management, and supporting advertisers at every stage of the funnel\u201d. It is a process that Rodrigo Albuquerque admits has been \u201ccomplex and demanding\u201d, and in which everyone has invested heavily, but which \u201cis increasingly valued by clients\u201d. <\/p>

For Bernardo Rodo, managing director of OMD, \u201cthis evolution results from adapting to advertisers\u2019 complex needs, the speed at which consumption habits are changing, the integration of technologies into the decision-making process, the need for personalised solutions and an understanding of the specific challenges of each brand, aligned with business objectives. These demands have created the need to integrate multidisciplinary teams, use more advanced technologies and offer more precise guidance at every moment of the business in the constantly changing environment of the advertising market\u201d.<\/p>

\u201cToday, we have integrated media agencies, offering solutions for both traditional and digital media, delivering holistic strategies resulting from multichannel strategies, with a view to obtaining the best results,\u201d highlights Maria Jo\u00e3o Oliveira, CEO of Wavemaker, who assures that traditional media agencies \u201cwill evolve to become integrated media agencies, capable of offering solutions for different channels and client needs\u201d.Teresa Oliveira, managing director of Mindshare, agrees that today there is a \u201cmore strategic and integrated approach to responding to the needs of clients and partners, as a result of constant adaptation to challenges. I see this holistic perspective with great enthusiasm and responsibility,\u201d she underlines. If, on the one hand, it means innovation and updating, \u201cbecause we have to understand in depth what the client wants, this is done by studying market trends, emerging technologies and consumer behaviours. There is increasingly more data available and, therefore, we have to be supported by sophisticated analysis tools, as well as studies and knowledge about the consumer and their motivations. Only in this way is it possible to develop personalised solutions to respond to objectives\u201d. <\/p>

Bruno Almeida, managing director of EssenceMediacom, goes further by stating that \u201cthe concept of a traditional media agency no longer exists. With the very rapid evolution we have seen in recent years in terms of media fragmentation, the \u2018surge\u2019 of digital, the investment in e-commerce and in the use of digital channels as true sales and customer acquisition channels, it would have been impossible for the \u2018traditional\u2019 concept to survive,\u201d he points out.\u201cAt EssenceMediacom, we have an integrated vision of the communication system in which brands operate. We have been broadening our service offering in order to respond increasingly better to clients\u2019 challenges.\u201d Samuel Godinho, CEO of Dentsu Media, agrees: \u201cit is about the ability of agencies themselves to reinvent themselves, to redesign themselves for the new challenges that the business presents to us\u201d. <\/p>

This transformation, for Marta Machado, managing director of Media Gate, reflects \u201ca necessary adaptation to the growing demands and complexity of the advertising market. At Media Gate, this change is seen not only as a natural evolution, but as an opportunity to deepen the relationship with clients. Our approach has always been consultancy-oriented. We believe that, in order to offer effective solutions, it is essential to understand not only the market, but also clients\u2019 businesses. This perspective allows us to go beyond the planning and buying of space,\u201d she explains. \u201cMore than a media agency, we are a communication channel manager.\u201d <\/p>

This shift in focus, from negotiators to consultants, reflects \u201can adaptation to advertisers\u2019 constantly changing needs\u201d, argues Rui Freire, managing director of Initiative. \u201cInstead of simply closing deals, agencies are more involved in strategy and in the personalisation of solutions\u201d and, in his view, this transformation is positive. \u201cIt becomes more than a simple exchange of advertising space; it is a strategic partnership. It means that agencies are more aligned with advertisers\u2019 objectives and challenges, providing more effective and targeted solutions, bringing greater impact to clients\u2019 business.\u201dAs for Initiative\u2019s way of working, Rui Freire reveals that there has been a shift towards a more collaborative and consultative approach. \u201cOpen dialogue with clients is fundamental, seeking to understand objectives and challenges in order to create personalised solutions. This shift requires a more versatile and strategic team, capable of thinking beyond the simple purchase of media. Today, we are an integral part of our brands\u2019 marketing departments and are involved in their daily awareness or sales challenges.\u201d <\/p>

What challenges lie ahead for media agencies?<\/strong><\/p>

For Rodrigo Albuquerque, this is a difficult question to answer in a few lines, as there are many challenges. \u201cI think the great challenge is for them to continue to be relevant to advertisers in an increasingly complex ecosystem, with new variables, new demands and new players.\u201d For the head of Arena Media, the great added value of a media agency is its breadth. \u201cThe ability to deliver a single vision and strategy, capable of connecting, integrating, activating and measuring all the existing touchpoints available to consumers, at every stage of the conversion funnel.\u201dHowever, for Rodrigo Albuquerque, it is essential for an agency to add to this strategic capacity \u201can enormous capacity for specialisation in digital disciplines, such as social media, digital performance and programmatic. In other words, to build a service model based on the strategic component, with technical, analytical, research, investigation, data management and insight production skills, both at consumer level and in terms of the available media, in order to make the best strategic recommendation to advertisers.\u201d <\/p>

In Teresa Oliveira\u2019s view, the greatest challenge lies in attracting and retaining talent. \u201cWith a new generation of citizens of the world and the possibility of remote working, the market no longer has borders, which allows not only new models, but also accelerated rhythms of change. In Portugal, we have the added problem that we are exporting our best talent.\u201d <\/p>

Bruno Almeida agrees that talent retention and optimisation are a challenge, and that the issue is \u201cas critical, if not more so, for our business as it is for our ability to consolidate the offering\u201d. In this field, \u201cwe have been able to create and consolidate multidisciplinary teams, with know-how and specific expertise suited to different brands\u201d. <\/p>

If the capacity for transformation is important for brands, \u201cit is crucial for agencies, one of the main drivers of transformation in their clients\u2019 businesses, since they have the role of integrating into their capabilities the many skills, from talent to technology, necessary for implementing brand evolution strategies,\u201d Bernardo Rodo recalls. These challenges include \u201ctechnological transformation, such as AI, automation and other tools that change the way campaigns are planned, executed and optimised. Personalisation and segmentation, which make it possible to understand audiences in increasingly fragmented environments.\u201d <\/p>

New consumption habits\u2013\u2013\u2013Thought for a couple of secondsNew consumption habitsThis adaptation of media agencies to new consumption habits \u201cis a key piece for media agencies\u201d, argues Rui Freire, since \u201cwith the constant change in consumer behaviour, agencies need to be agile and innovative. We are increasingly dependent on data analysis to understand consumer behaviour patterns, and this knowledge is extremely important in making more informed decisions and optimising campaigns\u201d.Maria Jo\u00e3o Oliveira highlights influencer marketing, which is also being used to reach specific audiences through influencers and opinion leaders, to create engagement and establish authentic connections between brands and consumers\u201d.Content marketing is another of the areas highlighted by both professionals, not only because it is new, but because it is a way that brands and agencies have found \u201cto effectively compete for consumers\u2019 attention, being less intrusive when well executed\u201d, underlines Rui Freire.Teresa Oliveira, meanwhile, says that media agencies have been adapting to changes in consumption habits with \u201cemotional intelligence supported by increasingly complex data structures which, for that reason, need to be supported by increasingly sophisticated data & tech, business intelligence and branded content skills\u201d.Bernardo Rodo highlights that one of the factors that has allowed agencies to evolve throughout the history of advertising has been \u201cthe ability to understand the consumer journey and changes in consumption habits. Communication strategies are increasingly consumer-oriented, which requires flexibility and a rapid response to market stimuli. Agencies must ensure this agility through the constant renewal of their strategic capabilities and speed of execution\u201d. <\/p>

Maria Jo\u00e3o Oliveira highlights that, at Wavemaker, they have never limited themselves to negotiating media space. \u201cWe have always sought to be involved throughout the entire process, from defining business and communication objectives to creating and implementing the best strategies. Our approach is integrated, combining media, creativity, innovation and data analysis. We offer holistic solutions and it is within this scope that we seek to find the most innovative tools and technologies that allow us to offer this type of more advanced services.\u201dAmong the main challenges facing media agencies, for the head of Wavemaker, are those related \u201cto the evolution of the current marketing and advertising landscape. With the advancement of technology and the emergence of new platforms and channels, agencies have to keep up to date with the latest trends and technological tools.\u201d <\/p>

The increase in the volume of available data also requires agencies to be able to interpret and analyse it efficiently. \u201cAnalytical skills are crucial for extracting relevant insights and making informed decisions. In an increasingly complex world, agencies need to have in-depth knowledge of consumers, their preferences and behaviours, which are fundamental for marketing in general and specifically for precision marketing,\u201d she highlights.\u201cWith the multiplicity of channels and the convergence between traditional and digital media, agencies face the challenge of creating integrated strategies that reach target audiences effectively and coherently across different media. As such, media agencies need to adapt and invest in the continuous development of their teams, in order to deal with these challenges and ensure the effective delivery of results.\u201dThe increase in consumer touchpoints is one of the main challenges pointed out by Marta Machado. <\/p>

\u201cWith the proliferation of digital platforms, social networks, traditional media and new forms of communication, there are more channels than ever for interacting with the public. This diversity offers incredible opportunities to reach consumers, but it complicates the process of planning and executing campaigns. Strategies must be increasingly integrated and adapted to a variety of contexts and target audiences.\u201d<\/p>

At EssenceMediacom, Bruno Almeida emphasises that the agency has been strengthening its communication consultancy offering. \u201cWe have disruptive thinking in relation to the challenges posed by brands. Our teams interpret the context of accelerated change in which we live and respond quickly, turning volatility into opportunities,\u201d he highlights.\u201cThe fragmentation of the media, together with their sophistication, has made it more challenging to impact consumers, hence the use of platforms, tools and data to obtain insights, identify trends and signals that make it possible to take effective decisions.\u201dThe broadening of skills within media agencies is seen by Bruno Almeida as a challenge. \u201cWe have been following this path with the aim of better serving clients.\u201d <\/p>

Technical and analytical skills in media agencies are another of the challenges pointed out by Rui Freire. \u201cThe speed of technological changes and the transformations in consumption habits make these skills even more essential. Having in-depth knowledge of the consumer is fundamental for those working in the sector and for brands,\u201d he argues.In technical terms, meanwhile, \u201cadaptation to new platforms and technologies is a pressing challenge. Agencies need to keep up to date to ensure that they explore all available opportunities and that they have a direct impact on clients\u2019 business.\u201dIn analytical terms, the ability to interpret data and extract valuable insights is crucial. \u201cWith the massive amount of data available, agencies need to be highly skilled throughout the entire analysis process in order to identify patterns, understand consumer behaviours and optimise campaigns so that they are as effective as possible and generate greater return. The ability to anticipate trends and understand the target audience in depth is vital. Understanding cultural and social nuances is essential to creating effective campaigns,\u201d Rui Freire recalls. <\/p>

\u201cThe challenge lies in being able to maintain a balance between these skills, ensuring that the team is multifunctional and complementary, and therefore more capable of facing the dynamic challenges brought by modern marketing.\u201d This has been Initiative\u2019s strategy and focus, recently highlighted at the Effectiveness Awards, organised by APAN \u2013 the Portuguese Association of Advertisers, as Media Agency of the Year \u201cand the one that proved to be the most effective for the second consecutive year\u201d, he recalls. <\/p>

Could there be an ideal media agency model?<\/strong><\/p>

Maria Jo\u00e3o Oliveira and Samuel Godinho share the same view: there is no single model that is ideal. Even so, the CEO of Dentsu Media argues that the ideal is \u201cmedia agencies with all capabilities integrated, which are able to identify and monitor all consumer touchpoints. These are the agencies that may come to be considered consultants and that have the ability to support clients throughout the entire consumer journey.\u201d <\/p>

Maria Jo\u00e3o Oliveira, meanwhile, prefers to speak of a media agency of the future, \u201ccapable of adapting and evolving to respond to market changes and deliver exceptional results for clients,\u201d she argues. \u201cThis is only possible through the integration of the different marketing disciplines, such as media, creativity, data, research and strategy, which enables a holistic approach and a unified vision. An ideal model encourages collaboration between teams and departments, promoting synergies between them.\u201dThe ability to adapt to market changes is also essential. \u201cA media agency must have agile structures, efficient processes and a flexible mindset, allowing it to react to the opportunities and challenges that arise. The focus is on delivering tangible results for clients. This involves defining clear metrics, monitoring performance and making strategic adjustments to ensure objectives are achieved.\u201d <\/p>

Rodrigo Albuquerque, meanwhile, believes that the ideal media agency \u201cis one that does not limit itself to responding to today\u2019s needs, but embraces the constant transformation of the market. It should be an integrated, strategic agency, capable of responding to all challenges, at every stage of the funnel, but above all an agile agency, capable of adapting to new consumption habits, emerging technologies and advertisers\u2019 constant challenges.\u201dIn other words, an agency that can achieve \u201cthe balance between strategic consultancy and technical specialisation. This means not only understanding the market, consumers and trends in depth, but also having the technical capacity to implement and optimise campaigns on the most relevant digital channels.\u201d <\/p>

What is the outlook for traditional media agencies?\u2013\u2013\u2013Thought for a couple of secondsWhat is the outlook for traditional media agencies?Bruno Almeida and Rui Freire have no doubts: the concept of traditional media agencies no longer exists. \u201cWith the very rapid evolution we have seen in recent years in terms of media fragmentation, the \u2018surge\u2019 of digital, the investment in e-commerce and in the use of digital channels as true sales and customer acquisition channels, it would have been impossible for the concept of \u2018traditional\u2019 to survive,\u201d says Bruno Almeida.What exists, in Rui Freire\u2019s opinion, are \u201ccomplete agencies, with integrated services and where brands have strategic multimedia planning. We have agencies that think about brands\u2019 business and that assess every euro invested in terms of return, whether in medium A or B, online or offline.\u201dAlthough she agrees with the adaptation of more traditional media agencies to the advance of digital, with integrated solutions, Maria Jo\u00e3o Oliveira argues that \u201cit is important to emphasise that traditional media agencies play a valuable role in the advertising market. Although digital is growing rapidly, traditional media, such as TV, radio, outdoor, press and cinema, have their place in building branding and broad reach.\u201d As such, these agencies will evolve to become \u201cintegrated media agencies, capable of offering solutions for different channels and client needs\u201d.For Filipe Teot\u00f3nio Pereira, media agencies were never just negotiators, \u201cbut the truth is that the data, studies and technological resources they have at their disposal have gained great importance in the current context. Intervention and collaboration begin with the development of the strategy.\u201d This is why he says that \u201cmedia agencies are in the cockpit, side by side with marketers\u201d.Teresa Oliveira recalls that, when she started working, \u201cwe placed clients\u2019 ads in newspapers, on television and on radio. Then it became active, reconciling advertisers\u2019 messages with their audiences. Now it is predictive. We want to be part of consumers\u2019 attention journey. We want to be where consumers are going to be. If they listen to a podcast while preparing dinner, that is where we have to be.\u201d <\/p>

From Bruno Almeida\u2019s perspective, the business of media agencies is extremely adaptable. \u201cThere is a basic service offering, but we have to have the ability to adapt the organisation and the service we provide to the characteristics of the different business models we encounter, or even to each client\u2019s organisational models,\u201d which is what they do at EssenceMediacom.\u201cThe investment that many advertisers have made in recent years in specialised talent in the digital area has challenged us to have resources with the necessary skills and degree of specialisation.\u201d <\/p>

A media agency model that balances innovation, flexibility and a focus on brands and clients is the ideal media agency model for Rui Freire. Among the intrinsic characteristics of this model, he highlights \u201cadaptability, strategic orientation, focus on the client\/brand experience, analytical and technological capacity, a culture of collaboration, social and ethical responsibility, and continuous learning\u201d.In summary, the ideal model \u201cis one that embraces change and prioritises client needs, uses advanced technologies ethically and promotes a culture of collaboration and continuous learning. As leader of Initiative, I believe we have these essential points covered and fully in execution at the service of clients.\u201d <\/p>

Digital: the area where media agencies have the greatest potential to grow.<\/strong><\/p>

It is no news that digital has been standing out as the medium that has grown the most, both in terms of advertising investment and in the investment that has been made in digital systems and platforms capable of responding to current media consumption. \u201cThe share of digital will certainly continue to grow in the coming years and, in that sense, it is a medium to be considered with particular attention,\u201d highlights Rodrigo Albuquerque, who nevertheless argues that agencies\u2019 greatest potential lies not only in the digital medium itself, but \u201cin the digitalisation and integration of all media and, above all, in the effective management of the data that is generated and in the ability to activate it effectively across all touchpoints, with data and information also collected across all touchpoints. It is still a long road, one that has been much talked about for several years, but which still has a great deal of room to evolve and grow.\u201d <\/p>

\u201cGiven investment forecasts, digital is the medium that will grow the most in the near future,\u201d Maria Jo\u00e3o Oliveira assures. \u201cThis growth may not be fully leveraged through investment in the platforms most used today, such as Google and Meta, but could be, for example, through retail media, where we see a clear movement in the market, and also in the area of commerce, with brands expanding their presence to Amazon and other marketplaces,\u201d she says, while also noting that \u201can increase in advertisers\u2019 digital technology is foreseeable, since, with the end of third-party cookies approaching and due to the fact that there is still no 100% clear view of what digital will look like after that moment, it will require technological adjustments, however advanced the digital transformation of advertisers\/agencies and the market may be.\u201d <\/p>

However, there will be other areas with business potential that will develop in scale and capabilities to address advertisers\u2019 challenges \u201cfrom the point of view of their communication ecosystems\u201d, highlights Bruno Almeida, giving branded content as an example, \u201cwhich has been growing and is an area in which we have been developing work, but also the fact that EssenceMediacom, as part of GroupM and WPP, is at the forefront of the use of AI in internal tools.\u201d<\/p>

But it will not only be in digital that media agencies have potential to grow, but also in more traditional areas, \u201cwhich are undergoing an accelerated process of digitalisation, namely media such as TV and OOH\u201d, highlights Rui Freire.\u201cThe growth potential lies in agencies\u2019 ability to innovate and adapt to rapid changes in the environment, whether more traditional or digital. Focusing on these emerging areas and providing innovative solutions can open up new business opportunities and strengthen agencies\u2019 position in the market.\u201dRui Freire highlights that Initiative is \u201cin the middle of a journey that allows us to further integrate AI and machine learning into digital strategies, in order to further drive campaign effectiveness. From advanced personalisation to intelligent automation, these technologies have the potential to optimise the performance of brands\u2019 campaigns.\u201d <\/p>

From Bernardo Rodo\u2019s perspective, meanwhile, \u201cthe digital environment, increasingly transversal to various media, such as television and out-of-home, offers the possibility of growth with the changing consumption patterns of these channels. The expansion of the digital market means that there are more consumers carrying out transactions online. The introduction of new technologies and tools ensures better campaign performance and stimulates investment. On the other hand, personalisation and segmentation make it possible to explore opportunities with greater precision, increasing campaign effectiveness. Digital is not limited to performance areas. Traditional digital channels continue to be relevant for many companies that benefit from an integrated approach, also with offline channels.\u201d<\/p>

Filipe Teot\u00f3nio Pereira, General Director of Nova Express\u00e3o, highlights that the strong growth of e-commerce has boosted solutions focused on performance, while omnichannel strategies introduce new layers of complexity that require new approaches and new technological resources. ROPO metrics (research online, purchase offline) or O2S (online to store) scale the business perspective, but they are not the only ones, and it is important not to lose sight of the fact that, when we are talking about brand building, it is essential to work on brand equity.\u201dMarta Machado, from Media Gate, recalls that digital performance, one of the areas that has grown the most in recent years, \u201cdoes not only drive growth, but represents an opportunity for media agencies to reaffirm their strategic importance and offer innovative and efficient solutions in a constantly evolving market.\u201d <\/p>

Highlights of 2023 and expectations for 2024.<\/strong><\/p>

Bernardo Rodo, OMD2023 \u201cOver the past two years, OMD has been named Media Agency of the Year by the Clube de Criatividade de Portugal and APPM, and Digital Agency of the Year by Sapo. Industry recognition is important as a demonstration of our capabilities and the results achieved for brands.\u201d2024 \u201cOur goal is to continue developing capabilities in emerging areas, such as commerce, and to continue promoting a stimulating work environment.\u201d<\/p>

Bruno Almeida, EssenceMediacom2023 \u201cThe main highlight is related to the resilience and growth of the national advertising market. In a context of instability and turbulence at both international and national level, the growth it shows is synonymous with its resilience and the continued investment in brands.\u201d2024 \u201cI expect this market dynamic to continue.\u201d<\/p>

Filipe Teot\u00f3nio Pereira, Nova Express\u00e3o<\/strong>
2023 \u201cAdvertising investment in Portugal is expected to record growth close to 10%, exceeding expectations. In qualitative terms, it is unavoidable to talk about the potential of AI and the evidence already shown, for example in increasing personalisation and enriching the customer experience. Audio is expected to assert its ability to attract advertising investment, as it consolidates the various projects and features launched in 2023.\u201d
2024 \u201cWe continue to forecast growth, but more moderate growth. This is a situation influenced by the national and international economic, social and political context. 2024 should be the official year for the end of third-party cookies, bringing new challenges in assertiveness and leading to the emergence of new technological solutions. The potential for segmentation and programmatic buying will continue to grow and extend to other media, as is the case with OOH, where new players and new equipment provide the ideal context for this trend to materialise.\u201d<\/p>

Maria Jo\u00e3o Oliveira, Wavemaker2023 \u201cIn October, the market is growing, having already surpassed the investment figures recorded in 2019.\u201d2024 \u201cThe expectation is that this growth trend will continue, helped by major events such as the UEFA European Football Championship and the Olympic Games, which drive investment. Regarding the share of investment by medium, digital has been gaining expression and this is expected to continue. In another area, content and events are experiencing strong momentum from brands and advertisers.\u201d<\/p>

Marta Machado, Media Gate2023 \u201cMedia Gate achieved important milestones. We evolved to operate as a media agency and purchasing centre, with growth of over 20%, and celebrated 18 years of operation, a milestone that symbolises our maturity and experience in the sector. We are proud to currently be the largest 100% Portuguese media agency.\u201d2024 \u201cOne of the main achievements will be, at the beginning of the year, the opening of the new facilities, which will open doors to new partnerships. In addition, we are excited about the new Gate Academy, a project that seeks to raise the levels of knowledge of our team, clients, media and other partners, with the collaboration of trainers from diverse areas.\u201d<\/p>

Rodrigo Albuquerque, Arena Media<\/strong>
2023<\/strong> \u201cAdvertising investment is currently recording growth of over 10% (cumulative figure up to October), a result above initial forecasts. It is very significant and reflects the positive moment of vitality our industry is experiencing, especially if we take into account the current economic situation and the international political context, with Europe witnessing two wars and great uncertainty. It is worth highlighting the excellent performance of OOH, which is recording growth of 26%. We were no longer used to seeing a medium growing above digital, which nevertheless continues to grow well above the market average (20%). Also noteworthy is Pay TV, with an increase of almost 15%. These increases are the result of some important developments in certain media, such as the ongoing transformation of OOH networks in the country\u2019s main cities, with the modernisation and digitalisation of the new networks (DOOH); the growth of investment in Programmatic CTV, the growth of Pay TV, the latter with Playce carrying significant weight.\u201d
2024 \u201cWe estimate more moderate growth, between 3% and 5%. However, developments in the external factors mentioned above may contribute to some unpredictability.\u201d<\/p>

Rui Freire, Initiative<\/strong>
2023 \u201cIt was a year of consolidation of business growth. After the pandemic and the recovery in 2021, 2022 and 2023 were years of strengthening the service we provide to clients, whether through new HR capabilities or through the complementary development of additional services that add value to what we were already doing.\u201d
2024<\/strong> \u201cWe will continue to see growth in digital areas and greater integration of emerging technologies. In technological terms, the emergence of new technologies and tools is anticipated, which will impact digital marketing, namely through advances in AI, augmented reality and more advanced data analysis solutions. There will be a greater emphasis on sustainability. This may gain a more significant focus, with brands and agencies looking for ways to incorporate sustainable practices and messages into their strategies. Or, as Initiative and the IPG Mediabrands group are already doing, incorporate this concern into day-to-day operations and walk the talk, in order to minimise the carbon footprint. Campaign personalisation may reach new heights with more advanced technologies, providing more individualised experiences for consumers. An increase in data security practices is expected, along with greater emphasis on transparency in data collection and usage practices. Agencies should focus on strategies that integrate different channels, providing a unified experience for the consumer.\u201d<\/p>

Samuel Godinho, Dentsu Media<\/strong>
2023 \u201cAlthough it shows some growth, 2023 is a year in which some market apprehension is being felt, particularly in this last quarter. However, the market is estimated to grow slightly compared with last year.\u201d
2024 \u201cThe great challenge will be the economy, namely how the phenomenon of inflation is controlled in the following years and, once again, what the role and evolution of the different media will be in 2024. Whether we will continue to see digital growth, what will happen with television, what new metrics will come into play, how the increasingly developed phenomenon of connected TV will be measured, how it will start to be measured, with what metrics, with what analyses and how it follows consumer behaviour itself. I do not think it will be a year in which extraordinary growth is expected.\u201d<\/p>

Teresa Oliveira, Mindshare<\/strong>
2023 \u201cIn my case, it was my first year leading Mindshare and I would say the balance is very positive. We continued to help clients grow their business through unique strategies and content. We were recognised for our work and won new business, much of which will only become visible to the market in 2024. Together with GroupM, we consolidated knowledge, products and capabilities in areas such as video streaming and influencer marketing, and worked with clients in preparation for the cookieless world.\u201d
2024 \u201cIt will be a very different year. Artificial intelligence (AI) will be increasingly present, both in our work and in clients\u2019 minds. There is a certain anxiety, which is understandable. At Mindshare, we are prepared to help partners and clients overcome the AI challenge. I believe we must continue working towards a world where advertising is more effective and relevant to people. As such, we will remain focused on the attention market and on developing ESG metrics to assess everything we do.\u201d<\/p>

Meios & Publicidade Article | 30.11.2023<\/strong><\/em><\/span><\/a><\/h6>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Media agencies have been undergoing a structural transformation, moving from negotiators to consultants, with solutions tailored to advertisers\u2019 needs and challenges. We spoke with some of the leaders of the main media agencies, who analyse this evolution and reveal how they are investing in digital and what the main challenges are for 2024. A few […]<\/p>\n","protected":false},"author":2,"featured_media":3126,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_destaque":"0","footnotes":""},"categories":[29],"tags":[],"class_list":["post-3130","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion-articles-interviews"],"acf":[],"yoast_head":"\nThe new challenges facing media agencies. - Nova Express\u00e3o<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/novaexpressao.pt\/en\/the-new-challenges-facing-media-agencies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The new challenges facing media agencies. - Nova Express\u00e3o\" \/>\n<meta property=\"og:description\" content=\"Media agencies have been undergoing a structural transformation, moving from negotiators to consultants, with solutions tailored to advertisers\u2019 needs and challenges. We spoke with some of the leaders of the main media agencies, who analyse this evolution and reveal how they are investing in digital and what the main challenges are for 2024. 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