Why media agencies still matter: The undervalued experts

Continuing our series, it’s inevitable that we need to address what’s not working… A weakness that continues to plague media agencies is being treated as channel implementers instead of idea architects. Not because they lack strategic depth, but because the industry too often fails to tap into it. This is made more pervasive by outdated briefing structures, budget-first planning, and a persistent view that media’s role begins after the creative has been cracked.

By Paul Middleton, issued by Ebony+Ivory

17 Sep 2025

Why media agencies still matter: The undervalued experts

The result? Great media thinking gets reduced to scheduling. The discipline that should help shape strategy and creative thinking becomes the team that’s asked to “find the cheapest rates” and “push the GRPs.” It’s no wonder the smartest minds in media are burning out - or worse, checking out.

The tragedy? We’re squandering expertise in an era that needs it more than ever. We’re delivering in silos and wondering why the sum doesn’t equal the parts. We’re briefing media like it’s just the execution layer, rather than the operational glue.

This is not just inefficient. It’s expensive. It’s risky. And it leaves value lying waste on the table.

This weakness isn’t about capability. It’s about positioning. And positioning can be changed. This is the fight worth having. Because when media is treated like a strategic partner, everything else gets sharper - from the creative idea to the final KPI.

About Paul Middleton

Paul Middleton is a director of Ebony+Ivory, the longest standing independent, specialist services agency with the rare privilege of a track record that spans more than half a century and. Level 1 BEE rating. We have all the services of a traditional agency married neatly together with the digital age.

E+I is an independent design and media agency with a 50-year track record for strategically-strong and tactically-smart campaigns. The unconventional, conventional agency. We're wired to go beyond brief and to deliver brand savvy campaigns on time and on budget.