In the late 90s and early 2000s, the advertising industry was embarking on a transformative journey, with digital media emerging as a new frontier. Pioneers navigating this shift were young professionals at the time, whose work with esteemed agencies such as BBH, Naked, and Motive in London set the stage for careers defined by innovation and a drive to push the boundaries of media and advertising.

I was one of such lucky ones, engaging with campaigns like Levi's Engineered Jeans and the launch of Microsoft Xbox, these early experiences laid a foundation for my understanding of digital media's potential to revolutionize traditional advertising strategies.

This era of experimentation and digital exploration was instrumental in shaping my vision for a new breed of media agencies, ones that transcend the traditional versus digital divide to foster integrated, holistic approaches.

Today, those experiences still play a fundamental role in my view of the evolution and rise of Post Digital Media Agencies, which prioritize agility, innovation, and a nuanced grasp of digital and analog cultures alike.

I am not the only one whose views reflect a broader shift and an imminent collapse of the agonizing, volume, and intermediation-based agency model of Holdings and Indies alike.

In today’s media industry other contemporaries, are equally committed to questioning norms and harnessing digital advancements to engage audiences more profoundly.

People who, like me have experienced similar journeys are providing testament to the dynamic changes within the advertising sector, showcasing the pivotal role new leaders with organically grown business models play in steering the industry towards a more integrated, impactful future.

This rising narrative is deeply intertwined with the evolution of electronic music, a field marked by pioneering spirits such as Kraftwerk, Can, and Aphex Twin, whose experimental and avant-garde approaches to sound have significantly influenced many of these media industry kids who are now in their 40s or 50s and leading their agencies and changing a stale and obsolete landscape.

Beyond these foundational figures, a diverse array of artists and movements has enriched the electronic music genre, serving as a wellspring of inspiration for innovators in the media industry. Afrika Bambaataa's fusion of hip-hop and electronic music, Massive Attack's trip-hop artistry, and Autechre's algorithmic compositions have broadened the genre's emotional and narrative scope. Meanwhile, the Free Party Scene of the 90s in London highlighted electronic music's capacity to foster communal spaces of expression and resistance, echoing the collaborative and boundary-pushing ethos prevalent in today's digital media ventures.

From Groove Armada's genre-blending sounds to Gorillaz's multimedia storytelling and the experimental platforms provided by Ninja Tune and Warp Records, the influence of electronic music culture extends far beyond mere sound. It embodies a commitment to innovation, community, and breaking conventional boundaries—principles that people like me and many contemporaries in the post-digital media realm continue to champion.

As the legacy of electronic music pioneers merges with the vision of today's media leaders, a new horizon for digital media emerges—one that is as diverse, vibrant, and transformative as the music that paved its way.

In this evolving landscape, we stand as outsiders vs the establishment, but we are deeply embedded inside the market, guiding the industry toward a future where media engagement is deeply human, reflective of a myriad of experiences and emotions, and boundless in its potential to innovate and inspire beyond digital hype, AI or Tech.

All of these are not new to us, they are things we understand perfectly as part of our daily routine so we don´t make a fuss about them every time we see a new toy or gadget out there.

Make no mistake, we are here and we are going to play a renewed version of an old tune that has been forgotten in the dark clouds of intermediation, the forest of KPIs, the vastness of walled gardens, and the AVB casinos where working for the suppliers and reselling inventory has become the norm.

We are Reinstating the AGENCY again in a post-digital world and working for only one thing: our clients.

Simple as that.

If it sounds good, join the band and let the music play again.