CMOs are changing the nature of their agency relationships to be more connected and to improve marketing impact. This leap toward greater integration alters the role of media as a capability. A marketing capability that used to be just planning and buying paid advertising now also comprises technology partnerships, content development, data enrichment, identity, customer privacy, innovation, company reputation, sales, and commerce. Media has become the flywheel for marketing regarding audiences, data, activation, message, and attribution: Data is the oil, content is the vessel, and media is the engine that propels them all. In this session Jay will share how dramatic shifts in consumer behavior over the past two years, and the collision of media and commerce in nearly every industry, requires a media-first reset for brands and agencies to optimize holistic marketing management.