Last week, Harmelin had the privilege to attend the Mirren Live conference in New York City, where one theme came through consistently: the media agency landscape is changing faster than most agencies are operationally prepared for. Between AI disruption, increased pressure on new business, procurement scrutiny, and the growing demand for proof-driven planning, agencies are being forced to rethink not only how they execute work, but how they position themselves, grow, and win.
Agencies Need to Stop Trying to Be Everything to Everyone
One of the strongest messages repeated throughout the conference was the importance of defining who you are, and who you are not. Agencies that stand out are not the ones trying to mirror competitors or chase every opportunity. They are the ones that know their strengths, build confidence around their positioning, and lean into what makes them distinct. A speaker framed it perfectly: “It is more respectable to lose as your authentic self than to win by pretending to be another agency.”
That was especially relevant in conversations around new business. The idea of “the year of no” came up often. Agencies need to become more disciplined about the opportunities they pursue. Before entering a pitch, agencies should honestly ask themselves some key questions, such as: Are we capable of doing this well? Is the budget realistic? Can we actually win this? Will this client fit our business long term? In a market where margins are tighter and expectations are higher, selective growth matters more than volume.
Proof Matters More Than Flash
Another major takeaway was how much the industry has shifted toward evidence-based selling. Clients, especially procurement teams and consultants, are increasingly looking for proof over promises. Case studies, measurable outcomes, credibility, and demonstrated expertise matter far more than flashy presentations or overproduced branding.
A few notes that stood out:
- Put results directly on your website
- Make it easy for prospects to find contact information
- Consultants want tangible proof quickly
- Agencies should avoid being “overly flashy”
- “Chill on the swag”
The underlying point was simple: everyone is looking for confidence, credibility, and business outcomes. This also tied into pricing conversations. One speaker said, “Price is negotiable. Talent is not.” The deciding factor is often whether the client believes the agency can drive results and become a strategic partner.
AI Is Reshaping the Industry, but Judgment Still Wins
AI was impossible to avoid throughout the conference, but one of the more refreshing perspectives was that AI should enhance thinking, not replace it. It became evident that using AI effectively is becoming a skill and agencies should focus on integrating AI — not relying entirely on it — emphasizing that AI tools should not be replacing human touch.
For media agencies specifically, this is especially important. Automation can improve efficiency, but clients still need strategic interpretation, contextual thinking, and business understanding. That’s increasingly important as agencies rush toward automation.
New Business Is No Longer Just a Department; It’s a Culture
One of the clearest themes across sessions was that successful new business efforts cannot operate in a silo. New business requires cross-functional collaboration, leadership visibility, relationship building, and ongoing client engagement. One speaker described new business as its own discipline, while another noted that the strongest agencies treat it as part of company culture.
That means:
- Leadership teams should regularly engage with former clients and prospects
- Teams need to understand existing clients deeply before chasing new ones
- Every department contributes to growth, not just “new business” labeled teams
For agencies competing against larger holding companies or consultancies, relationship-building and expertise visibility are becoming key differentiators.
Overall, Mirren Live reinforced that the future of media agencies will not simply be defined by who has the most tools or automation. It will be defined by which agencies can combine strategic clarity, operational discipline, human judgment, and authentic positioning. The conference was a strong reminder that while the industry is evolving rapidly, the fundamentals like trust, expertise, relationships, and the ability to deliver measurable business impact still matter.
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