Independent agencies from around the world are leaning into fast-approaching changes to the industry. We at AMIN have the unique opportunity to gain insights from agencies on-the-ground who are doing the work to stay ahead of the curve. AMIN ally, BC Web Wise gives us their perspective from Mumbai.

The Media Shift: Digital is Leading the Way

Digital has firmly become the biggest advertising medium, and we’re seeing marketing budgets reflect that shift. Mobile continues to be where consumers spend most of their time, making it the foundation of almost every campaign. At the same time, brands are increasingly combining digital with Connected TV (CTV) to reach premium audiences more effectively. The creator economy has also evolved from an experiment to an essential part of the media mix, helping brands build trust through authentic storytelling.

The Way Consumers Discover Brands Has Changed

People aren’t just searching on Google anymore. Discovery now happens everywhere, from Instagram and YouTube to AI assistants and social platforms. Consumers are finding brands through conversations, recommendations, videos, and creators. This means brands need to be visible wherever their audience is looking, rather than focusing only on traditional search optimization.

AI is Now About Business Impact, Not Buzzwords

The conversation around AI has matured. Clients are no longer interested in AI for the sake of innovation, they want to know how it improves efficiency, reduces costs, speeds up execution, and delivers measurable business results. Our focus is using AI to streamline workflows, create personalized content at scale, and help teams work smarter while ensuring every piece of communication still feels authentic to the brand.

Hyper-Local is Becoming the New Growth Engine

National campaigns alone are no longer enough. Consumers connect more deeply with brands that understand their language, culture, and local context. That's why we’re seeing a strong shift toward regional content, local creators, and market-specific campaigns. The biggest opportunity today lies in combining the scale of national brands with the relevance of hyper-local storytelling.