Omnicom Media Health Global President Melissa Gordon-Ring spoke with solli about the evolving role of the pharma media agency and why media teams are taking on a more strategic role across the business.
Melissa discussed the growing emphasis on measurement and accountability, changing client expectations and the need for agencies to continually evolve their talent and capabilities as technology reshapes the industry. She also shared how media’s expanding role is creating new opportunities for agencies to bring greater strategic value to clients and help them navigate an increasingly complex landscape.
“Every single dollar we spend has to tie back to some type of return on investment,” she said. “That’s not optional anymore; there are no exceptions. But it’s something that we’re well-positioned to be able to do.”