Industry Snapshot: ‘Teamwork is the backbone of any successful agency’

In this Industry Snapshot, Fusion5’s Ramy Mouganie reflects on strengthening trust with clients, and encourages nurturing holistic work environments, emphasising that teamwork within an agency is of pinnacle importance for effective client-servicing.

What are the major shifts in media consumption patterns over the past 12 months, and how have these affected your strategies?

We are seeing significantly more fragmented engagement across media touchpoints, as audiences spread their time across platforms more than ever. The combination of short attention spans and the impact of context has led to surges in specific areas, such as short-form video content and, more importantly, contextually relevant ecosystems. These shifts have driven us to adopt hyper-targeted, platform-specific, and context-driven strategies.

In 2025, the key to strengthening client trust will rest upon …

Transparency, adaptability, and measurability. The foundation of any successful client-agency partnership is mutual trust, leading to tangible, measurable business impact. Ensuring a mirroring effect – where agencies align with client structures and integrate with cross-functional teams – is essential. At Fusion5, this approach has seen clients recognise us as a partner that navigates uncertainty and delivers innovative solutions, ensuring not just impressions and clicks but real business results – from sales and brand lift to customer retention.

Often underplayed, could you share your comments on the power of teamwork and the skill of your teams?

Legendary basketball coach Phil Jackson once said, “The strength of the team is each individual member. The strength of each member is the team.” Teamwork is the backbone of any successful agency, particularly given today’s complex and diverse landscape. As agency rosters expand beyond planners and buyers to include data scientists, creative strategists, client relationship specialists and cultural ambassadors, collaboration is what fuels true integration and impact. At Fusion5, teamwork is not just encouraged but celebrated, driving us to win Independent Media Agency of the Year in December. 

What is your take on the rise of agentic AI in 2025 and its effect on the media industry?

As clichéd as it sounds, agentic AI systems are already revolutionising how we strategise, plan, and execute. However, AI will only be a true game-changer when used in conjunction with creativity. While AI enhances capabilities, the focus must remain on augmenting human creativity and decision-making, not replacing it. Autonomy is one thing  – but understanding human psychology and tapping into emotional triggers is another ballgame entirely.

How can the collaborative environment between clients and agencies improve?

Stronger collaboration requires open communication, clear expectations, and shared goals. Too often, agencies and clients operate in silos, leading to misaligned priorities and inefficiencies. Embracing strategic discussions and a test-and-learn mindset consistently leads to deeper partnerships and more effective outcomes.

How important will it be for media agency leaders to be bold and push boundaries in the months ahead?

Industry leaders must take calculated risks, challenge conventional thinking, and push boundaries in areas like AI adoption, emerging platforms, and new creative formats. Success will come from those who reimagine measurement, redefine engagement, and lead the charge in innovation.

By Ramy Mouganie, Client Relationships Director, Fusion5.