As Q2 unfolds, media is experiencing not just evolution—but disruption.
From accelerated AI deployment to shifting consumer behaviors and eroding trust in legacy systems, marketers are navigating a fractured ecosystem where speed, precision, and integration are more critical than ever.
And yet, the holding company giants are stuck in a battle for scale, rather than clarity. Layered structures, opaque pricing models, and slow decision-making have become liabilities in a market that demands agility.
Here’s what we’re seeing—and why it matters now:
1. AI Is a Tool—Not a Strategy
AI is transforming how media is planned, bought, and optimized. But many holding companies apply it with a one-size-fits-all approach—driven by scale, automation, and efficiency at the expense of nuance. The result? Generic audience targeting and templated creative.
At Quigley-Simpson, we see AI differently. It doesn’t replace thinking—it enhances it. We combine AI with strategic rigor and human insight to deliver solutions tailored to your goals, not constrained by our processes. By leveraging AI, we unlock smarter insights, accelerate learning, and create more meaningful, personalized connections between brands and people.
2. Brand + Demand: The Silos Are Gone
A recent Nielsen report shows integrated brand-demand strategies outperform siloed campaigns by 23% in ROI. Yet holding companies still tend to split responsibilities between departments and P&Ls.
At Quigley-Simpson, our teams are built to blend brand and demand generation from the ground up—ensuring consistency across channels and true bottom-line impact.
3. Complexity Is Costing You
WPP’s 2024 earnings report cited a 12% YoY increase in operational overhead, driven by internal restructuring and M&A activity. Meanwhile, brand-side CMOs are increasingly frustrated by hidden fees and murky value.
We believe transparency is a strategic advantage—not a buzzword. As an independent, we align our incentives with client outcomes, not internal shareholder targets.
4. Agility = Advantage
In a Gartner 2025 CMO Survey, 82% of CMOs say the ability to act quickly is now more important than media scale. But legacy agency models weren’t built for speed—they were built for volume.
Our structure allows us to act in days, not weeks. That’s how we’ve helped brands capitalize on cultural moments, unlock faster go-to-market strategies, and optimize in real time.
Let’s Talk About What’s Next
While the holding companies battle for scale, we’re helping brands win with smarter media, tighter alignment, and faster outcomes.
→ Are you ready to win? Let’s get the conversation started: edgaro@quigleysimpson.com
