Size is becoming increasingly irrelevant in the media planning and buying industry, as the sector shifts from "scale to strategic capabilities", according to Lee , CEO of S4 Capital's Mediabrands. Daryl Lee said technology, data and analytics can put nimbler, smaller firms on a level playing field with some of the sector's biggest players. This is because Group M’s scale would help Essence to grow in knowledge, capabilities, geographic reach and more. His comments come amid several acquisitions that demonstrate the trend, including MightyHive purchase of S4 Capital's .
Size is becoming increasingly irrelevant in the media planning and buying industry, as the sector shifts from "scale to strategic capabilities", according to Lee , CEO of S4 Capital's Mediabrands. Daryl Lee said technology, data and analytics can put nimbler, smaller firms on a level playing field with some of the sector's biggest players. His comments come amid several acquisitions that demonstrate the trend, including MightyHive purchase of S4 Capital's .