Key Takeaways
Agencies are the economic spine of healthy media ecosystems, turning fragmented transactions into scalable, predictable revenue.
Emerging markets lack this layer, leaving publishers sub‑scale and local advertisers unable to compete with global brands.
Global agency networks hold the tools and influence to build these systems in emerging markets, creating win‑win outcomes for brands, publishers, and economies.
Philanthropic and donor strategies should invest in agency infrastructure, not just content production, to create long-term viability.
Policy, training, and co‑ownership models are critical for building local capability and attracting sustained private‑sector investment.
Suggested Reads
From Print to Pixels: Twenty Years That Changed NewsMedia in Australia
About the Author
Guy Turner is the co-founder of Turner & Co along with his wife Tasch, specialising in psychology-driven marketing and sustainable media strategies. With over two decades in agency, commercial media, and media development, Guy brings a unique perspective on how intermediary infrastructure can strengthen both media viability and economic growth.