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/