LEADERSHIP Newspapers·3 min read·medium
Media Agencies Risk Irrelevance Without New Value Proposition, Expert Warns
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Kingsley Okoh
✦AI Summary
Steve Babaeko, CEO of X3M Ideas, warns that media agencies must move beyond traditional media buying to remain relevant in the age of AI and programmatic advertising. He suggests focusing on deep knowledge of African consumer behavior and strategic data interpretation to compete with global tech platforms.
Media agencies risk becoming increasingly irrelevant if they continue to depend largely on media buying and placement, Group Chief Executive Officer and Group Chief Creative Officer of X3M Ideas, Steve Babaeko, has warned.
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