Sometimes agencies need an agency — rather, a media execution partner — to get the job done

October 26, 2023

By Michael Bürgi

You know the day-to-day workings of media agencies aren’t exactly easy when there’s actually a need in the market for agencies that can support those agencies. That’s why Pathlabs exists — to offer its generalist services to agencies (creative or media) as a “media execution partner” when they need the help. Consider it the ronin of the agency world — a sword for hire when in-house strength or know-how isn’t enough.

Pathlabs originally started eight years ago as a software-as-a-service company called Lumenad that developed market intelligence dashboards for agencies and brands but also handled media planning and buying needs for clients. It evolved three or so years ago when it was clear the latter part of the business was growing faster, explained Mario Schulzke, Pathlabs’ COO. That’s when the company minted the term media execution partner.

Today, Pathlabs has worked with more than 50 agencies — a blend of mid-sized media agencies that don’t have the benefit of holding-company assists as well as creative agencies that need a helping hand with the media side of a campaign. Schulzke explained that as a media execution partner, it can offer a quiver of services, including manpower, access to technology, media planning/optimization/execution and digital expertise, among other consultative services.

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Source:: Digiday