Observed Signal · Jul 13, 2026 · Briefing · Source: Digiday · Impact: 2/5 · Sentiment: Neutral
Agency & Consultancy Market: Mediasense, Consultancies Brace for Busy Second Half
Digiday's Media Buying Briefing reports that consultancies that run agency review processes are preparing for increased activity in the second half of 2026 after a wave of account moves in H1. The article names consultancies — including Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity — as firms often hired to orchestrate prolonged media and creative partner reviews. It also notes that large advertiser activity (with Coca-Cola mentioned as potentially in play) could drive more review work. The briefing is part of Digiday+’s weekly Media Buying Briefing for industry subscribers and highlights the importance for agencies of knowing the main consultancy players if they want to be considered for pitches.
Industry-level reporting on increased agency review activity and consultancies preparing for H2 account movements is relevant to agencies, advertisers and consulting firms but does not represent a platform policy or major technical release.
Key Takeaways & Evidence Grounding
- Digiday published the Media Buying Briefing on 2026-07-13.
- Companies named as consultancies in the article: Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity.
- The article says the media industry saw a large number of accounts change hands in the first half of 2026 and expects an active second half, with Coca-Cola mentioned as 'in play'.
- These consultancies are frequently hired to orchestrate drawn-out review processes through which media and creative agency partners are chosen.
Connected Companies & Entities
5 Entities mappedEbiquity
Independent media advisory and benchmarking consultancy for large advertisers.
“Companies like Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity are often hired by clients to orchestrate t...”
ID Comms
Independent media consultancy for auditing, agency selection and governance.
“Companies like Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity are often hired by clients to orchestrate t...”
Coca‑Cola
Global beverage brand owner selling soft drinks and related beverages.
“As the media industry absorbs the massive amount of accounts changing hands in the first half of 2026 — and braces for what could be an equa...”
mediasense
Independent consultancy for marketing organisation, governance and effectiveness.
“Companies like Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity are often hired by clients to orchestrate t...”
Digiday
B2B trade publisher for media, marketing and retail professionals.
“This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday...”
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