MAGNA Global's Media Industry Analysis Group is designed to support "smart" negotiation on behalf of IPG member agencies and their clients.

Media industries are evolving at an exponential rate. Consolidation of ownership, fragmentation of consumption, changes in regulation, innovations in technology, and changes in the marketplace are all combining to defeat the easy certainties of past media buying. In the past, a limited number of media options and a limited number of advertisers led to predictable and orderly media markets. This no longer remains true - and the complexity is set to increase.