Agencies are developing partnerships with Big Tech companies to drive their AI capabilities, but for independent agency PMG, building its own AI platform is fundamental to its business model.
“If you just partner then really you’re renting your margin over a period of time,” says Josh Krichefski, President, EMEA at PMG. “It’s never sustainabile.”
In this interview, Krichefski discusses PMG’s approach to AI partnerships, the growth areas being fuelled by AI, and the “overstated” risk of clients in-housing their media buying. Filmed at New Video Frontiers 2026.
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