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.