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Anisha Iyer on Media Agencies' Evolving Role: From Audience Buying to Business Outcomes
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Storyboard•29-09-2026, 14:30
Anisha Iyer on Media Agencies' Evolving Role: From Audience Buying to Business Outcomes
- •Anisha Iyer, CEO of OMD India, discusses the transformation of media agencies.
- •The role is shifting from merely purchasing audience attention to focusing on tangible business outcomes.
- •This evolution emphasizes shared accountability and growth within the industry.
Key Questions Answered
Media agencies are shifting away from simple audience buying to focus directly on business outcomes, shared accountability, and overall growth. This evolution moves them from transactional vendors to strategic growth orchestrators.
The advertising ecosystem is being reshaped by artificial intelligence, data, technology, fragmented platforms, and changing consumer behaviors. These changes force agencies to take greater responsibility for business growth and advise clients on complex decisions.
Key industry leaders participating in these discussions include Anisha Iyer, CEO of OMD India; Monaz Todywalla, CEO of PHD India; Aditi Mishra, CEO of Lodestar UM; Vaishali Verma, CEO of Initiative India; and Vinkoo Chakraborty, CEO of Rapport.
