The relationship between an advertiser and their agency has
never been so important as it is now. The media landscape of the mid 2020s is extraordinarily complex, with new channels, new technologies and new approaches emerging at breakneck speed, fragmenting strategies, data and measurement.

Given that agencies are key players in navigating these new waters, the relationship they have with advertisers deserves renewed attention.

ISBA and ECI Media Management have created this maximising media agency performance framework, bringing together the key disciplines that underpin effective agency management, and exploring how they need to evolve to keep up with the industry at large.