In late 2023, the WFA and MediaSense reported that only 11% of major advertisers felt their agency model fits their future needs. Columnist Nick Manning subsequently wrote in The Media Leader that the role of media agencies is becoming less obvious as the path to purchase shifts, and as digital commerce takes centre stage. All signs point to change, and there are plenty of questions that need answering: What kind of businesses will we need to build? What services do clients need - will there ever be a one size fits all solution again? Will advertisers be less dependent on media properties to build their businesses? We'll discuss all of this and more.