#mediasnack by ID Comms

On this episode of #MediaSnack WINNERS, Tom Denford speaks with Charles Singer, Director of National Media, Digital & Performance Marketing at Henkel North America, about how challenger brands can win by building trust, driving consistency, and staying curious. With experience across media agencies, platforms, and now client-side, Charles shares how his team connects brand-building with performance through smarter planning, tighter integration, and a relentless focus on relevance.

In this special edition of #MediaSnack, Tom Denford and David Indo break down the most significant shifts in the global media and marketing industry from 2025. From blockbuster mergers and AI disruption to mass layoffs and murky data breaches, this has been a year of consolidation, chaos, and recalibration. Using the letters of “MediaSnack,” they recap the 10 biggest themes every CMO and media leader should be tracking as we head into 2026. Plus, they name their Media Person of the Year — the industry figure who had the most structural impact on media this year.

The media agency landscape has entered a true Red Ocean moment — consolidation, chaos, and disruption everywhere you look. The Omnicom–IPG merger is approaching the finish line, Dentsu is dealing with a damaging cyber breach, Publicis is surging ahead thanks to aggressive AI investment, and WPP just bet $400M on Google to catch up. The stakes have never been higher for marketers deciding who to trust with their media, their data, and their future.

On this episode of #MediaSnack WINNERS, Tom Denford speaks with Nick Wells, Senior Director of Global Media at VELUX, about what it really takes to win in modern media leadership. Nick shares why constant learning, a holistic view of media, and a deep understanding of audiences matter more than chasing trends, and explains how proving real business impact—not vanity metrics—is the industry’s biggest challenge. He also discusses navigating AI with healthy skepticism, why authenticity builds credibility faster than expertise alone, and how media teams can “punch above their weight” through smarter strategy, attention measurement, and disciplined decision-making.

In this special episode of MediaSnack, Tom Denford walks through the topline findings from ID Comms’ new 2026 State of Digital Media report, based on a global benchmark study representing over $35B in media spend. This episode—originally recorded as a live webinar—covers key insights for marketers and procurement leaders looking to strengthen governance, transparency, and confidence in digital media.

In this episode of #MediaSnack WINNERS, Tom Denford is joined by Fredrik Borestrom, President of the International Advertising Association (IAA) and a trusted voice in the global media and marketing community. With over 25 years of leadership experience, Fredrik brings a sharp, international perspective on the future of marketing.

On this episode of #MediaSnack WINNERS, Tom Denford sits down with Gordana Buccisano, Global Brand Comms Strategy Director at Reckitt, to explore how brands can stay meaningfully connected to consumers amid rising complexity. A seasoned strategist with decades of experience across agencies, platforms, and now the brand side, Gordana shares why comms planning deserves a seat at the center of marketing—and why more brands should own their strategy internally rather than outsourcing it entirely.

2026 is shaping up to be the most disruptive year in media agency history. In this episode, Tom Denford (in New York) and David Indo (in London) unpack why this moment feels eerily familiar — and yet entirely unprecedented. From the post-merger shockwaves of Omnicom and IPG, to the unraveling of Dentsu International, to the rise of proprietary media and AI-powered operating systems, the agency landscape is shifting fast. And for marketers, that means one thing: it’s time to act.

In this episode of #MediaSnack WINNERS, Tom Denford is joined by Greg Stuart, CEO of MMA Global and one of the most influential figures in modern marketing. Greg has led two of the industry’s biggest trade association turnarounds—the IAB and now MMA—growing revenues, expanding global influence, and reshaping how CMOs and marketers elevate their impact.

With Dentsu exploring a sale of its international business and Horizon teaming up with Havas in a new joint venture, the industry faces a pivotal moment. Job cuts, private equity interest, and consolidation are reshaping the second tier of holding companies — raising urgent questions for advertisers about stability, talent, and future-proof operating models.

Cindy Rose has officially stepped in as WPP’s new CEO at a pivotal moment for the world’s largest marketing services group. With the company’s share price down 50% since last year, mounting debt, and talent challenges, the stakes couldn’t be higher. But with her tech-driven background at Microsoft, Disney, and Virgin, Cindy brings fresh operational expertise — and potentially a bold blueprint to reinvent WPP’s future.

In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity.

In this episode of #MediaSnack Winners, Tom Denford sits down with Terence “Terry” Kawaja, Founder & CEO of LUMA Partners, the digital media M&A advisory firm famous for the LUMAscape. With over $300 billion in deal experience, Terry shares how he built a category-defining business at the intersection of media, marketing, and technology—offering strategic advice with a blend of deep industry insight and sharp humor.

Tom and David map the future of the global media agency landscape, asking a provocative question: who will survive the coming consolidation? With Omnicom poised to acquire IPG and Accenture lurking in the shadows, the industry is entering what they call a “red ocean”—an era of brutal competition, strategic mergers, and existential decisions.

Cindy Rose is stepping in as WPP’s new CEO — and with the holding group’s share price at a 16-year low and recent client losses piling up, this isn’t just a leadership change — it’s an inflection point. Tom and David break down what her appointment really signals: a shift toward AI-led operational transformation — and what that means for creativity, agencies, and advertisers alike. Drawing from their inside knowledge of WPP, they explore whether Rose can leapfrog the competition or if this is simply a safe, stabilizing move for a leaking ship. In this episode, you’ll hear: 

Back from the Croisette, Tom shares his first-hand takeaways from Cannes Lions 2025 with David. While the festival had all the usual glamor and platform presence, this year’s true themes came down to three A’s: Appreciation for the power of community, a renewed focus on Agencies and their evolving role, and the real-world applications (and noise) surrounding AI. Together, they unpack what stood out, what fell flat, and what media leaders should really be paying attention to as the second half of the year kicks off.

In this special #MediaSnack episode, Tom Denford and David Indo revisit one of their boldest predictions: the WPP 2.0 Playbook. Originally recorded when Mark Read stepped in as CEO, the episode laid out a proposed restructure of WPP’s sprawling agency network. Now, with major changes finally underway—including the retirement of the GroupM brand—Tom and David break down what they got right, where they missed, and what it all means for media leaders today. It’s a rare moment of reflection in an industry that’s always sprinting forward—plus insight into how the same themes now shape the Omnicom-IPG merger and the future of agency holding companies.

In this episode of #MediaSnack MEETS, Tom Denford and Mark Ritson discuss: 

As the Omnicom-IPG merger continues to reshape the media landscape, Tom Denford and David Indo return with critical insights for advertisers. In this episode of #MediaSnack, they explore how the traditional agency model is shifting from service to sales, and why advertisers need to rethink their media strategies now. They break down how to update contracts, renegotiate for better value, and protect agency relationships in a post-merger world. In the How to Win segment, they reveal how even big brands are losing competitive advantage by relying on outdated media auditing and platform-driven results, and what smart marketers must do to take control, boost outcomes, and future-proof their investments.

In this episode of #MediaSnack Meets, Tom Denford sits down with Vinny Rinaldi, VP of Media and Marketing Technology at The Hershey Company, where he oversees media planning, buying, martech, and digital innovation across one of the world’s most iconic brand portfolios. Vinny shares what it takes to build a high-performing, forward-thinking media function inside a modern CPG organization—and why success comes down to aligning media strategy with real business goals. They explore the biggest challenges facing marketers today, from the myth of cheap reach to the need for effectiveness-focused measurement. Vinny also reflects on taking the leap from agency to client-side leadership, shares advice on patience and curiosity, and explains why redefining partnerships will be key to the industry's future.

As the media industry braces for the impact of the Omnicom-IPG merger, advertisers face a shifting landscape filled with both risk and opportunity. In this episode of #MediaSnack, Tom and David unpack the real implications of the merger—whether you're with Omnicom, IPG, or any other agency group. They introduce a practical four-quadrant framework to help advertisers understand where they stand and what actions to take. Then, in the How to Win segment, they tackle why brands need to shift their thinking from chasing cheap media to prioritizing quality and effectiveness—and how to stress-test your agency relationships and audit practices to make smarter media decisions in 2025 and beyond.

In this episode of #MediaSnack Meets, Tom Denford sits down with DJ Perera, Chief Media Officer at the Ad Council, the nonprofit behind some of the most iconic social impact campaigns in the U.S. With a background in both agency and corporate media, DJ brings a unique perspective to what it takes to build high-impact, message-driven campaigns in today’s evolving media environment. She shares insights on navigating the shift from commercial to purpose-driven media, how to drive results with donated inventory, and what media leaders can learn from the nonprofit world. DJ also reflects on the launch of Love Your Mind World—an innovative mental health campaign on Roblox—and offers thoughtful advice on leadership, change, and finding joy in the work. 

The biggest media deal in a decade is here—Omnicom’s proposed $13 billion acquisition of IPG—and it’s set to reshape the industry. In this episode of #MediaSnack, Tom Denford and David Indo break down what this consolidation means for advertisers, agencies, and media buying power. With exclusive insights from a private meeting with Omnicom and IPG leadership, they unpack the risks, opportunities, and strategies advertisers should consider as the industry braces for change. Plus, in our #MediaSnack Meets segment, marketing legend Mark Ritson shares his no-BS take on why marketers are addicted to change, why it’s hurting them, and what they should do instead.

#MediaSnack is BACK and better than ever with #MediaSnack WINNING ✨

Evan Shapiro, Owner and Media Cartographer at ESHAP, joins Tom this week to unpack his biggest insights, challenges, and advice for media teams in 2025.

MediaSnack’s most anticipated episode is BACK for 2024!

Mark Ritson, Founder of the Marketing Week Mini MBA, joins host Tom Denford to discuss the state of today’s media, including:

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Navigating Programmatic Media with the ANA’s Programmatic Media Supply Chain Transparency Study

Marketers want better agency pitches; ones that are value-creation exercises and where everyone joins together in a race to the top.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

You’ve hopefully already read the facts. Programmatic is still a MESS.

The Association of National Advertisers recently published the 'first look' of their study into the programmatic media supply chain.

Catch the audio from our LIVE discussion with leading industry figures on the current state of in-housing. Find out:

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Who's going to #ANAAFM this year?

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Is there anything in marketing more misunderstood than procurement?

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Our most anticipated episode every year! We review 2022's top 10 standout moments in media and advertising. What were the most interesting stories of the year? Stay with us to the end where we name #MediaSnack's person of the year and we look ahead to 2023.

My guest for this #MediaSnackMeets episode, is Samuel Rueff, Global Media Director at Bayer.

My guest for this special, extended edition of #MediaSnack Meets episode is Andrew Susman, Co-Founder and COO of The Institute for Advertising Ethics.

After more than five years and over 200 #MediaSnack episodes on YouTube, we are migrating the show to LinkedIn. Now you can all participate in every show!

In this episode of #MediaSnack we are joined by Bill Duggan, Group EVP at the ANA, to hear more about the recent report, ANA Procurement 2022: The Good, the Bad, and the Ugly.

My guest for this episode is Adam Benaroya, Director, Global Media Capabilities & Operations at Johnson & Johnson Consumer Health.

"Media is ultimately a value-add to any business...the big challenge across media practice is how to communicate and show value against our core business outcomes..."

My guest for this episode is Hermann Hassenstein, Senior Head of Marketing Operations at Puma.

Last week, as part of Mental Health Awareness Week, the IPA and ISBA launched the Pitch Positive Pledge. Supported by Campaign Against Living Miserably, this is a cross-industry pledge to tackle systemic pitching behavior to drive better outcomes for people, planet and profit.

Ensuring all decision making through a pitch is fair and objective is important. Get organized around these things in advance of a pitch (in the preparation stages) it will save you lots of headaches and potential subjective arguments later on when it comes to selecting which agency is right for you.

My guest for this episode is Tom Kuhn, Vice President of Marketing at PGA Tour.

Are you a Procurement Professional trying to grapple with the big issues of the day or are you trying to better understand Procurements pain points?

#MediaForGrowth

In this episode of #MediaSnack we will be discussing how you as an advertiser should engage with your incumbent agency partners during a competitive pitch.

What is the industry thinking about media talent in 2022?

My guest for this episode is Marla Skiko, Global Head of Media at Ford.

231 views  Streamed live on Mar 25, 2022  In this episode of #MediaSnack, we are giving away our most valuable secrets yet again. This is a BIG one, something we share with CMOs frequently.

My guest for this episode is John Coyne, VP Brand Creative and Media at Intel.

We all crave that feeling of doing something we know is inherently good for society. We all also want to drive a positive ROI in our businesses. But can achieve both in a singular initiative?

Can Programmatic spend be audited?

The recent GDPR ruling on the IAB’s Transparency Consent framework has got a lot of attention (and rightly so) with advertisers asking how this is going to affect their business.

Three tips on how to write the best agency pitch brief.

A one-two PUNCH of performance-based remuneration and new complexities in digital media has made traditional audit pools of media pricing less relevant. How are progressive advertisers starting to do things differently?

How do you make YOUR pitch invitation sit on TOP of the pile on the agency CEO’s desk?

Want to know the SECRET to a productive and long-lasting relationship between advertiser and agency?

If you are a Media Director, what's the SINGLE critical priority for your attention in Q1?

30, 60, 90, 120 days or more??

Many of the world's most successful marketing teams have a secret...

Think you know marketing procurement? All about cost-savings right? Not any more.

The marketing organization is changing and nowhere more than in the media team. So what internal capabilities are needed to give your brands the competitive edge in media?

Think you know what the modern media director's role is? You might be surprised.

All agencies are complaining of a 'TALENT CRISIS'

Are remote agency pitches here to stay?

Over the last few years, the advertising industry has been witnessing how media agencies were pushing new trading models to increase their revenue while advertisers raise their concerns about the lack of transparency within the digital media value chain. The ANA report increased tensions and the global industry has been looking for innovative ways of self-regulation.

 "Let your experts be the experts" is great leadership advice for managing agencies.

"Every single agency CEO talks about the same challenge; talent. Talent empowerment is the biggest challenge across all industries right now. "

Join us this Friday for a special MS before we take our summer break. 

A candid conversation with WFA's Robert Rakowitz. Rob leads the Global Alliance for Responsible Media (GARM) - a never-been-done-before industry alliance that brings together global marketers, media agencies, media owner platforms and industry associations to start working together to address consumer safety and societal health in ad-supported digital media. In this role, Rob is one part community builder-leader and one part catalyst-matchmaker. Rob helps identify existing best practices and align industry leaders in creating new solutions to address this challenge through “uncommon collaboration.”

ID Comms talks to Lou Paskalis, former SVP, Customer Engagement and Media Investment at Bank of America, about the ANA’s Media Transparency report and its lasting impact.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Welcome to #MediaSnack Meets where we meet the individuals and organizations doing great work to inspire success and drive change within the global media and marketing industry.

Echoing that iconic scene in Monty Python's 'The Life of Brian' we ask ourselves what the advertising trade bodies have ever done for us?

ID Comms talks to Marla Skiko, Global Head of Media at Ford Motor Company, about the ANA’s Media Transparency report and its lasting impact.

"People thought I was crazy to leave brand marketing and go into media...but its an area of amazing growth opportunity, as a company and personally. I'm in a continuous learning stage"

The first of a 5 part series with practical tips on HOW to position media as an investment in growth. We celebrate the ANA's recent 'Media KPIs That Matter' report which does a great job to highlight the gap between the KPIs advertisers say they use today compared to the KPIs they believe to be the most important. Bravo to the ANA to highlighting the work to be done to align Media KPIs better to business outcomes.

One of the most successful and well-connected media operators in the US, Bill Wise's shares his fascinating experiences growing some of the most well-known companies in digital advertising. 

For 15 minutes, stand in the shoes of one of the world's most influential media directors, Ron Amram who leads global media at Mars Inc.

A candid conversation with Uber's Travis Freeman. How did the business have to pivot in 2020?

A candid conversation with Wendy Clark. What does the new CEO of Dentsu International consider the biggest challenges for the media industry? What is she trying to achieve at Dentsu to meet the future needs of advertisers? And what does she do in her spare time to reflect and recharge? Find out all this and more on the latest episode of #MediaSnack Meets.