Published in Media In Canada, January 7 2019.
One of my friends has a superstition that what happens in the first moments of the new year is a premonition of kind of year that you’re going to have. No, I know it’s a superstition, but here’s what happened to me in the early moments of January 2019: some merry prankster in my family set my phone to play Sam Roberts “We’re All in this Together” at 6 a.m. Never mind. They did me a favour and gave me a theme song for 2019.
So, let’s get to it: 2019, if we’re all in this together, means that it’s “do or die” time for media agencies. I do a fair amount of research, both for our agency and for clients, and right now our work in the field of AI’s impact on marketing and advertising shows that media agencies are by far the most vulnerable to the incursions of AI. Both buying and planning are expected to be substantially automated in the next 2 years. And that’s on top of declining margins, pressure from procurement, in-house agencies, project work, pitch cycles and…the list goes on.