Media agencies face unprecedented pressure today, squeezed between demanding clients and profit-hungry owners while relying increasingly on non-transparent practices to improve margins. As Bob Hoffman notes, many have become mere “sales departments” for tech platforms. However, promising alternatives are emerging: independent strategy-focused agencies, creative-media hybrids, and consulting-led approaches. Research shows most advertisers seek new compensation models aligned with business outcomes rather than media spend. The traditional agency model is ending, with significant industry transformation expected in the coming years.