In this special episode of MediaSnack, Tom Denford walks through the topline findings from ID Comms’ new 2026 State of Digital Media report, based on a global benchmark study representing over $35B in media spend. This episode—originally recorded as a live webinar—covers key insights for marketers and procurement leaders looking to strengthen governance, transparency, and confidence in digital media.

Tom reveals why media confidence still hovers around just 60%, why many brands are stuck in reactive compliance audits rather than performance-driven oversight, and why internal data silos—not fraud or fees—are now seen as the #1 source of media waste. He also unpacks the widening optimism gap between marketers and agencies, what to do about it, and why AI’s transformative power in media won’t be realized unless brands fix their governance foundations first.

You’ll hear why 2026 must be the year marketers shift from asking “Did we spend our media budget?” to “Did we waste it?”—and how to close the confidence gap before it costs you.

Learn more about ID Comms

• Website: https://www.idcomms.com
• LinkedIn: https://www.linkedin.com/company/id-comms

2026 is shaping up to be the most disruptive year in media agency history. In this episode, Tom Denford (in New York) and David Indo (in London) unpack why this moment feels eerily familiar — and yet entirely unprecedented. From the post-merger shockwaves of Omnicom and IPG, to the unraveling of Dentsu International, to the rise of proprietary media and AI-powered operating systems, the agency landscape is shifting fast. And for marketers, that means one thing: it’s time to act.

Tom and David explore the growing disconnect between marketers and their media partners, and why the coming “pitch-pocalypse” could serve as a vital reset. They offer hard-won advice for CMOs and procurement leaders navigating a consolidating market: be clear on what kind of partner you need, inspire agencies with your vision, and don’t wait too long to move.

They also introduce ID Comms’ new offering — The Five-Figure Pitch — a fast, transparent, five-week process designed to help advertisers recalibrate agency relationships with speed, clarity, and control.

In this episode:

• Why 2026 will be the busiest pitch year in a decade
• What the collapse of legacy structures means for holding groups
• How principle-based buying erodes transparency and trust
• Why the independent agency sector is ready for its moment
• The marketer’s three priorities: clarity, vision, and decisiveness
• A preview of The Five-Figure Pitch product from ID Comms

Visit FiveFigurePitch.com to learn more and schedule a walkthrough.

Learn more about ID Comms

Website: https://www.idcomms.com

LinkedIn: https://www.linkedin.com/company/id-comms

On this episode of #MediaSnack WINNERS, Tom Denford speaks with Charles Singer, Director of National Media, Digital & Performance Marketing at Henkel North America, about how challenger brands can win by building trust, driving consistency, and staying curious. With experience across media agencies, platforms, and now client-side, Charles shares how his team connects brand-building with performance through smarter planning, tighter integration, and a relentless focus on relevance.

They explore the challenges of maintaining brand safety and earning consumer trust in a fragmented media environment, and why resisting the urge to constantly reinvent is key to long-term success. Charles also shares how Henkel is combining media strategy, e-commerce, and shopper marketing to move from challenger to category leader, and why travel—and asking good questions—have played a major role in shaping his career.

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

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/