In this Industry Snapshot, Boopin‘s Razmik Kalaidjian talks about the major shifts in media strategies, the key in gaining clients trust and being bold.
What are the major shifts in media consumption patterns over the past 12 months, and how have these affected your strategies?
In today’s world, strategies are revisited every 3–6 months given that changes are constant and notable across industries, especially in marketing, content creation, and advertising. Here are some of the major shifts and how they have affected media strategies:
1. Adaptation to short-form content – Companies are focusing on creating videos that capture attention within the first few seconds and are optimised for mobile devices.
2. Personalisation – With the heavy reliance on data analytics and AI, more personalised content is driving higher engagement and ROI.
3. Social commerce – Social media platforms have increasingly integrated e-commerce features, enabling direct shopping experiences. Hence, the “Buy Now” trend marks a major shift towards seamless, community-driven marketing.
These shifts make it essential to revisit strategies and adjust where relevant by embracing new technology, platforms, and staying close to consumer preferences.
In 2025, the key to strengthening client trust will rest upon…
1. Collaboration – Because the ultimate goal is driving clients’ business forward. Many challenges shake how we operate in a new AI-driven world. The navigation, adoption, and implementation of bold new technologies require collaboration at the highest level of engagement, as the goal is to deliver smarter, data-driven solutions without losing the creative side of our business.
2. Adaptability – Because the media world is dynamic by nature. With constant shifts in technology, media consumption habits, and consumer behaviour, adaptability becomes core. Swiftly adapting to these changes helps clients place trust in their agencies.
3. Performance and ROI – Although in essence generic, it remains the foundation of everything we do. The demand for better performance will not stop. Marrying the worlds of creativity and data will continue to cause challenges in our industry, and focusing on short-term success for long-term brand value is also part of the performance metrics.
Often underplayed, could you share your comments on the power of teamwork and the scale and skill of your teams?
This brings me to the football analogy, where you notice that individual brilliance is valuable; however, it’s the power of a well-constructed team of 11 players that wins trophies.
The same applies to all team-driven businesses or sports. When teams bring together a combination of skill sets, diverse backgrounds, and shared values, they can create exceptional work that delivers real impact on clients’ businesses. As mentioned in a previous section, where collaboration is key for 2025, that starts with internal collaboration.
What is your take on the rise of Agentic AI in 2025 and its effect on the media industry?
As defined, agentic AI—AI systems capable of acting independently, making decisions, and performing tasks with minimal human intervention—will have a profound effect on all industries, not just the media industry.
It will be a double-edged sword. On one hand, agentic AI will enable faster content creation, more personalised experiences, and deeper audience engagement. On the other hand, it raises concerns about the loss of human creativity, job displacement, and the potential for manipulation. Media companies, creators, and regulators will need to work together to harness the benefits of this technology while addressing its risks, maintaining a balance that prioritises both innovation and responsibility.
How can the collaborative environment between clients and agencies improve?
Improving collaboration is primarily divided into three clear areas:
1. Establishing open dialogue
2. Mutual respect
3. A common understanding of success
Agencies need to show they are leveraging technology, being agile, and continuously building trust through transparency. Clients need to give agencies the space they need to be creative, share data that can improve campaign performance, and be open to testing and learning (within boundaries), as our business is not an exact science but a combination of science and creativity.
In your opinion, how important will it be for media agency leaders to be bold and push boundaries a bit further in the months ahead?
Being bold can carry different meanings to different leaders. It is not only about being bold but also about being bold in finding solutions that help clients achieve their objectives. Whether that solution is data-driven, AI-driven, content-driven, or an application of a new technology, the critical measure is how bold we were in solving the challenges clients faced.
By Razmik Kalaidjian, Regional Managing Director, Boopin
