100% Media: news analysis, opinion, trends, data & jobs

Advertisement

The Media Leader

Sign up now

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

Opinion

Let’s be clear. Principal media only exists to make media agency groups more money.

We’re stuck in a cycle of performative media — where we breathlessly perform for algorithms. It’s unsustainable, writes the editor-in-chief.

However, we do have an opportunity to take on a consultative and diagnostic role as CMOs’ remits broaden and they ask more of their partners.