In 2025, media agencies can expect their workload to diversify and get bigger, according to media agency bosses Natalie Cummins, Henry Daglish and Kara Osborne.

Osborne, chief executive of UM London, wants agencies to be seen as a “true business partner” in the year 2025 so that they can tackle next year’s key issue for brands, “differentiation”, and “dial up what makes them unique”.

Read more in Campaign.

UM US (Global Headquarters)
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