The 3As media agencies need in a changing media landscape: 

Social media has become an essential component of our lives. It is not limited to young people; everyone uses it. One of my friend’s grandmas is able to video call with her four-year-old niece in Chiangmai. My dad watches his favorite program via video streaming every day. Even I don’t remember the last time I watched TV. No one doubts that traditional mass media has been completely disrupted by social media. Social media is no longer new and it affects the whole way media planning works.

Communication technology is constantly changing, and social media platforms facilitate people’ lives. As a media agency, our challenge is to get into people’s minds to truly understand their behavior and communicate precisely with them. In my opinion, with such rapidly changing platforms, I think we need to be freeform and adapt quickly to stay relevant with target audiences. Data has become a valuable asset that allows a level of personalization. People-centricity must remain the key principle in all planning as we dig into true insights to find out people’s thinking processes.

I think it is about time for us as media agencies to work and stay “AAA”: Aware, agile and adaptive.

Roles and titles current when this article was published in Novermber 2023.