The Future of the Media Organisation

We’re seeing the convergence of creative, data, commerce and technology demand new skills from WFA Media Forum members, and, potentially, a reimagining of the internal organisation itself.

This report, developed in partnership with mediasense and informed by the experiences of senior WFA members worldwide, explores how members are responding. It reveals a function in rapid evolution: expanding its influence, deepening integration across disciplines, and redefining the roles of global, regional and local teams. Expectations are rising just as quickly, and this underscores a central finding: ambition may be running ahead of capabilities. The challenge now is to close that gap.