On this episode of #MediaSnack WINNERS, Tom Denford sits down with Gordana Buccisano, Global Brand Comms Strategy Director at Reckitt, to explore how brands can stay meaningfully connected to consumers amid rising complexity. A seasoned strategist with decades of experience across agencies, platforms, and now the brand side, Gordana shares why comms planning deserves a seat at the center of marketing—and why more brands should own their strategy internally rather than outsourcing it entirely.

They discuss the evolving role of brand communication in a fragmented media landscape, the importance of bringing consumer voices inside the business, and how internal comms leadership can unlock more effective collaboration with external partners. Gordana also shares her candid thoughts on mentorship, resilience, and why embracing discomfort is essential for growth—especially for women navigating leadership in marketing.

Learn more about ID Comms: https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this special edition of #MediaSnack, Tom Denford and David Indo break down the most significant shifts in the global media and marketing industry from 2025. From blockbuster mergers and AI disruption to mass layoffs and murky data breaches, this has been a year of consolidation, chaos, and recalibration. Using the letters of “MediaSnack,” they recap the 10 biggest themes every CMO and media leader should be tracking as we head into 2026. Plus, they name their Media Person of the Year — the industry figure who had the most structural impact on media this year.

This is your essential summary of the year in media, packed with perspective, insight, and guidance for marketers navigating what comes next.

In this episode, you’ll hear:

• Why consolidation was the biggest story of the year — and how the Omnicom-IPG mega-merger is changing everything
• How AI moved from hype to operating system, and why marketers are right to ask: “Where’s the value?”
• The morale and trust crisis triggered by agency layoffs and the Dentsu data breach
• Why CMOs are demanding tighter control and outcome-based transparency from their partners
• The rise of retail media and the hidden cost of chasing "cheap reach" in a slop-filled content landscape

Plus: The MediaSnack Person of the Year — a bold, controversial choice.

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media?

Visit: https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of #MediaSnack WINNERS, Tom Denford is joined by Fredrik Borestrom, President of the International Advertising Association (IAA) and a trusted voice in the global media and marketing community. With over 25 years of leadership experience, Fredrik brings a sharp, international perspective on the future of marketing.

Tom and Fredrik explore what the rest of the world can learn from Nordic markets — some of the most tech-forward and transparent media landscapes anywhere. They also dig into the gaps in measurement and why trust in the agency model is eroding. Fredrik shares his vision for developing the next generation of industry leaders and why local insights still matter more than ever, even in an AI-driven, global marketplace.

Learn more about IAA Global: https://iaaglobal.org
Want to stay ahead in media? Visit https://www.idcomms.com
Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

The media agency landscape has entered a true Red Ocean moment — consolidation, chaos, and disruption everywhere you look. The Omnicom–IPG merger is approaching the finish line, Dentsu is dealing with a damaging cyber breach, Publicis is surging ahead thanks to aggressive AI investment, and WPP just bet $400M on Google to catch up. The stakes have never been higher for marketers deciding who to trust with their media, their data, and their future.

In this episode of #MediaSnack, Tom and David break down the latest power shifts — from agency M&A to the AI arms race — and explain what this means for brands. They outline how advertisers can protect themselves from data-security risks, avoid being collateral damage during massive agency restructures, and ensure that AI and technology actually drive growth instead of adding complexity.

Most importantly, they reveal the critical clauses every marketer needs in their agency contracts to safeguard first-party data and limit legal liability. If your agency touches your data, you need this episode.

Timestamps

00:00 – Red Ocean chaos: mergers, breaches, disruption
04:12 – Omnicom + IPG: what happens on Day 1
10:28 – Dentsu’s data breach and the legal + brand risks
15:50 – Publicis surges ahead by betting early on AI
19:40 – WPP partners with Google — smart move or risky dependency?
24:55 – What marketers MUST do now: data liability, AI value, tech-debt risk

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of #MediaSnack WINNERS, Tom Denford is joined by Greg Stuart, CEO of MMA Global and one of the most influential figures in modern marketing. Greg has led two of the industry’s biggest trade association turnarounds—the IAB and now MMA—growing revenues, expanding global influence, and reshaping how CMOs and marketers elevate their impact.

They explore the legacy-shaping initiatives Greg has spearheaded, from co-founding multi-touch attribution to writing the digital viewability standard, and why he believes marketers are still “destroying value at epic proportions” by executing media strategies poorly. Greg also opens up about the challenges facing CMOs today, the opportunities in AI, and why learning and applying new technologies is now the ultimate career differentiator.

Learn more about MMA Global: https://www.mmaglobal.com

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

With Dentsu exploring a sale of its international business and Horizon teaming up with Havas in a new joint venture, the industry faces a pivotal moment. Job cuts, private equity interest, and consolidation are reshaping the second tier of holding companies — raising urgent questions for advertisers about stability, talent, and future-proof operating models.

In this episode of #MediaSnack, Tom and David unpack what these moves signal for the future of the agency landscape. They explore why Dentsu’s divestment could open the door to radical new ownership models, what the Horizon–Havas partnership really means, and how advertisers can cut through AI “noise” to focus on the decisions that matter most. Plus, they share practical steps for brands to ask sharper questions, renegotiate smarter terms, and adapt to the shifting market.

Timestamps
00:00 – Welcome to the “Love Boat”: breakups & hookups
03:12 – Dentsu explores a sale of its international business
09:45 – Who might buy Dentsu? Private equity, consulting, or rivals
15:08 – Horizon + Havas join forces: strategy or survival?
21:50 – The new two-tier market and Red Ocean disruption
27:35 – Advice for advertisers: operating models, tough questions & cutting AI noise

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

Cindy Rose has officially stepped in as WPP’s new CEO at a pivotal moment for the world’s largest marketing services group. With the company’s share price down 50% since last year, mounting debt, and talent challenges, the stakes couldn’t be higher. But with her tech-driven background at Microsoft, Disney, and Virgin, Cindy brings fresh operational expertise — and potentially a bold blueprint to reinvent WPP’s future.

In this episode of #MediaSnack, Tom and David unpack what Cindy’s leadership could mean for advertisers, agencies, and the broader media landscape. They explore whether WPP can transform into a more agile, AI-powered powerhouse — or if this is a setup for a future acquisition. Plus, they share actionable advice for brands on how to renegotiate agency terms and future-proof their operating models in this shifting environment.

Timestamps
00:00 – Cindy Rose takes the helm at WPP
04:10 – Why WPP is vulnerable — and undervalued
09:32 – Can Cindy drive real transformation?
15:05 – Breaking silos and rebuilding talent
20:48 – What advertisers must do right now

#MediaSnack is presented by ID Comms, the global media consultancy helping brands achieve better media results.

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/

In this episode of MediaSnack WINNERS, Tom Denford sits down with Sorin Patilinet, PepsiCo’s Global Marketing Effectiveness Lead and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth. Sorin shares his mission to elevate marketing's role in the boardroom by challenging narrow definitions of effectiveness and showing how real impact extends far beyond media ROI. Drawing on his 20-year career at Mars and now PepsiCo, he explains how brands can build stronger marketing organizations through rigorous measurement, cross-functional alignment, and analytical confidence—not just creativity.

They discuss the current state of marketing effectiveness, how AI is shaping analytics, and why understanding consumers matters more than obsessing over CPMs. Sorin also reflects on his legacy at Mars, the need for advertiser voices in industry discourse, and offers advice for future marketing leaders.

Get Sorin’s Book: Marketing Effectiveness: Applying Marketing Science for Brand Growth https://www.amazon.com/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056

Want to stay ahead in media? Visit https://www.idcomms.com

Follow ID Comms on LinkedIn: https://www.linkedin.com/company/id-comms/