It’s hard to express how profound this change will be in just a few words.

 

Perhaps a good reference point is the global housing crisis of 2008, dramatised in the film The Big Short.

 

Hedge fund manager Dr Michael Burry, founder of Scion Capital, was among the first to predict the housing market's collapse. People thought he was insane, a ludicrous prediction that would never happen, and that it was impossible, but the data said differently.

 

While the meteoric shift in media will not happen as quickly as the housing crisis, nor will it have such a herculean impact on the global economy, it will be monumental for those within the industry, both brand and agency.

 

It’s funny. Writing this on a page seems futile. The impending global collapse of media conglomerates and agencies is fast approaching.

 

Jobs will be lost, companies will go bust, and historic brands will fade into history.

 

I hope those reading this take action, not explicitly with HYDP, my company, but with your internal teams, partners, and senior leaders.
 

Failure to act could be catastrophic.

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