iProspect‘s Maya Tayara discusses the shifting landscape of media consumption, the role of AI in marketing, and the importance of transparency in building client trust. She shares insights on fostering collaboration, teamwork and how agencies can stay ahead in an evolving digital world.
What are the major shifts in media consumption patterns and how have these affected your strategies?
In the past year, we’ve witnessed a substantial shift toward digital and streaming platforms, with audiences increasingly favouring on-demand content. This has driven us to adapt our strategies, focusing on creating personalised and engaging content that resonates deeply with consumers. By leveraging advanced data analytics, we gain valuable insights into viewer preferences and behaviours, enabling us to deliver tailored campaigns that foster stronger connections and higher engagement.
In 2025, the key to strengthening client trust will rest upon…
Transparency and accountability. Clients seek clarity on how their investments are being utilised and the resulting impact. By offering clear reporting and insights, and by maintaining open lines of communication, we can cultivate stronger partnerships based on mutual respect and shared objectives. It’s essential to demonstrate not only results but also our unwavering commitment to their success.
Often underplayed, could you share your comments on the power of teamwork and the scale and skill of your teams?
Teamwork is truly the backbone of our success at iProspect. The diverse skills and perspectives within our teams create a vibrant environment for creativity and innovation. By fostering collaboration and encouraging open dialogue, we empower our teams to tackle challenges together. This synergy allows us to deliver exceptional results for our clients, leveraging our collective strengths to create impactful campaigns.
What is your take on the rise of agentic AI in 2025 and its effect on the media industry?
The rise of agentic AI in 2025 offers exciting opportunities and challenges for the media industry. AI can enhance efficiency, streamline processes, and provide deeper insights into consumer behavior. However, it’s vital that we adopt this technology thoughtfully, maintaining ethical standards and human oversight. By integrating AI as a tool for empowerment rather than replacement, we can enhance our creativity and innovation while preserving the essential human touch in marketing.
How can teamwork and the collaborative environment between clients and agencies improve?
To enhance collaboration, we must prioritise open communication and shared objectives. Regular strategy sessions can foster a deeper understanding of each other’s goals and challenges. By working together as partners rather than just service providers, we can create synergistic relationships that drive better outcomes for both parties.
How important will it be for media agency leaders to push boundaries a bit further in the months ahead?
It is crucial for media agency leaders to be bold and push boundaries in the coming months. The landscape is evolving rapidly, and those who dare to innovate will lead the way. Embracing change and encouraging a culture of experimentation will enable us to adapt and thrive in an ever-shifting environment.
By Maya Tayara, Managing Director, iProspect
