Maya Tayara, Managing Director, iProspect MENA.In this Industry Snapshot, Maya Tayara, Managing Director, iProspect – a dentsu company, outlines why doing more as a media agency isn’t always doing better, emphasising that clarity is key when shaping media strategies for brands in the region.
How can the media industry balance innovation, experimentation and new channels with consistency, accountability and effectiveness?
Innovation and consistency are not opposing forces; they depend on each other. In luxury marketing, especially, experimentation must be intentional, not impulsive. New channels and formats should be explored, but always through a clear understanding of brand equity and long-term impact.
The balance comes from strong foundations: clear objectives, disciplined measurement and a shared understanding of what success looks like. When those are in place, innovation becomes purposeful. It’s not about doing more, it’s about doing what matters, and doing it well.
As attention becomes harder to earn and easier to waste, how should media strategies prioritise quality, context and relevance?
Attention today is deeply emotional and highly selective. People are not short on content; they are short on meaning. Media strategies must start with respect for the audience’s time and mindset.
For premium and luxury brands, quality and context are non-negotiable. It’s about placing the message in environments that enhance the brand story, not dilute it. Relevance comes from understanding not just who the audience is, but how they want to feel in that moment. When media adds value to the experience, attention follows naturally.
How are media agencies approaching measurement and accountability as brands demand clearer links between investment, outcomes and trust?
Measurement is evolving from reporting performance to proving value. Brands want clarity, not complexity. They want to understand how media contributes to growth, perception and long-term brand strength.
Agencies are responding by simplifying frameworks, connecting metrics to real business outcomes, and being more transparent about what media can and cannot deliver. Accountability today is about honesty as much as performance. Trust is built when data is used to inform decisions, not just justify them.
How are media agencies adapting their capabilities, operating models or partnerships to deliver value in an increasingly fragmented landscape?
Adaptation today is less about scale and more about depth. Agencies are investing in specialist skills, stronger partnerships and more integrated ways of working. Fragmentation requires agility, but also cohesion.
At iProspect, value comes from bringing together data, technology and experience design in a way that feels seamless to clients and meaningful to consumers. The future belongs to agencies that can navigate complexity with calm confidence and turn fragmentation into opportunity.
By Maya Tayara, Managing Director, iProspect
