True's Ellie Nicolaou explores the key lessons from last month's IPA Media Planning and Strategy Summit and gives her thoughts on what this could mean for the industry's future.
Attending the IPA Media Planning & Strategy Summit 2024 was an incredible experience, both exciting and daunting. As an apprentice, just three months into my journey as an account executive with training from Bauer Academy and the IPA, I found myself in a room filled with some of the brightest minds in advertising. The energy was contagious, and the insights were invaluable. This event aligned with what I see within True —a space buzzing with creativity, ambition, and innovation.
For someone just starting out in the advertising industry, this summit was a valuable reminder that it’s okay not to have all the answers. Curiosity is essential, as is a willingness to try new things and learn from experience.
For someone relatively new to the field, I feel both a sense of wonder and pressing need to keep up with the fast-paced evolution of media strategy and advertising. The summit gave me a broader understanding of where the industry is heading. Here are the most impactful takeaways that will shape my approach moving forward.
One of the first discussions was led by the Chief Strategy Officer at Universal McCann, who delivered a sobering statistic: Only 11% of the top 70 global advertisers believe that current agency models are prepared for the future. This left me with a burning question: how do we move forward as an industry, and more specifically, how can True future-proof their current agency model, with my contribution?
The message was clear—we must rethink and innovate our approaches, not just to meet today’s demands but to anticipate the futures. Collaboration will play a massive role in this evolution. No longer can agencies operate in silos. Instead, we need to create solutions that transcend “one-size-fits-all” strategies and cater to the unique demands of our clients. From what I gathered, the future of media agencies is likely to be more collaborative, transparent, and data driven. This prompted me to think about the kind of questions we, as account executives, should start asking. They must be bold, forward-thinking, and constantly challenge the status quo.
Moving on to one of the summit’s most thought-provoking moments: the rise of automation in media buying. By the end of 2025, it’s estimated that 80% of media buying will be automated. While this initially sparked concern, the speaker from Touchpoints Marketing and Data Innovation shifted the focus back to an essential point: despite automation, our industry should remain human-centric.
It was a relief to hear that we don’t have to fear AI but, instead, we should embrace it to enhance our strategies. The key message was simple—don’t obsess over technology, obsess over how to use it meaningfully. In my role, this means ensuring that every piece of technology I use adds genuine value to the brands I work with. Automation can be a powerful tool, but if we lose sight of the human element, we risk creating soulless campaigns that fail to connect emotionally with consumers.
In every advertising agency, creative culture is a frequent topic of discussion, and the summit underscored its importance. We all know the risks of playing it safe—average work. Yet, too often, agencies get stuck in a cycle of churning out campaigns that are functional but not truly innovative. One of the summit speakers highlighted the need for a culture of experimentation. This resonated deeply with me because, even in my short time in the industry, I’ve seen how playing it safe hinders creativity.
The most profound statement I heard was, "The best work comes when we’re trying new things, even if it feels scary." This sparked a realisation—if we want to produce the kind of work that truly excites and engages, we need to step outside our comfort zones. For my team and me, this means taking calculated risks, trying new formats, and pushing the boundaries of what's traditionally been done in our campaigns.
As a young professional, I naturally assumed that advertising primarily catered to my generation—Gen Z. With the rise of platforms like TikTok, it seemed logical that we were the focal point for most campaigns. However, during the summit's fireside chat, a surprising opportunity was revealed: the 55+ age group. With their substantial disposable income, this demographic is often overlooked in favour of younger, trendier audiences.
The speaker made a compelling case for why we should shift our focus to this group. Older consumers have the spending power, and we need to reflect that in our strategies. From my perspective, this will be a significant shift, requiring us to understand and connect with an audience that consumes media in a very different way from younger generations. It’s not just about flashy visuals or social media trends—it’s about providing value, building trust, and creating campaigns that resonate with their needs and preferences.
In today’s fast-paced world, disruption is the name of the game. Companies like Uber Eats, Amazon, and Netflix have completely altered the way we think about media consumption. At the summit, the Head of Audience Intelligence & Marketing Science at Wavemaker discussed how these brands have set new standards in flexibility and adaptability.
This was a reminder that staying on our toes is crucial. Flexibility is the key to keeping up with the rapid changes in how people consume content. As media channels evolve, so must our strategies. We need to stay curious, continuously experiment, and be willing to pivot when necessary.
In the midst of all this innovation, one point that stuck with me was the importance of balancing KPIs and creativity. While data-driven insights are vital, it’s equally important to remember that creativity is what ultimately resonates with audiences. Speakers emphasised that, although KPIs help measure success, they shouldn’t dictate the entirety of our campaigns.
At the end of the day, it’s the ideas that stick—the emotional, human connection that we create through storytelling. This was a reminder for me to focus on crafting campaigns that aren’t just performance-driven but are also meaningful and memorable.
For someone just starting out in the advertising industry, this summit was a valuable reminder that it’s okay not to have all the answers. Curiosity is essential, as is a willingness to try new things and learn from experience. The most important lesson? Always ask questions, even if they seem silly. It’s how we grow, learn, and push the boundaries of what’s possible.
Catch up on the 2024 IPA Media Planning and Strategy Summit
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