“Value” is far more than a financial metric — it’s about driving meaningful change for clients’ businesses, said Stephan Indich, executive vice president and head of integrated investment at Interpublic Group’s Mediahub Worldwide.
While cost savings remain important, value must also come through insights, creativity and collaboration, he said in this interview with Beet.TV contributor David Kaplan during Advertising Week New York.
“Are we delivering something that actually creates meaningful change for a client?” Indich asked. “That could mean investment efficiencies, yes, but it could also mean additional research or creative support that helps a client reach consumers more effectively.”
Equally vital, he added, is the strength of the partnership itself. Trust, open dialog and shared goals are essential.
“At the end of the day, it should tie back to those firmer values,” he said. “Are we able to deliver results because of how we’re engaging and having healthy conversations about the client’s needs?”
Flexibility as a shared value
Indich said that “flexibility” has become a universal currency in today’s marketing landscape, especially as both consumers and brands demand frictionless experiences.
“Every extra step we add risks losing the consumer,” he said. “They expect a seamless experience, and that mindset carries over into how we work with partners.”
For Mediahub, flexibility means adapting not only in where and how inventory is transacted, but also in recognizing shifts in culture, client needs or market conditions.
“If something changes, whether it’s the client’s business or the cultural moment, we want to move with it,” he said. “That might mean reallocating inventory or rethinking the mix entirely.”
Balancing relevance and data without overload
In a data-saturated world, Indich said the challenge is to balance precision with simplicity.
“We can overcomplicate things with data,” he said. “The key is to ask: what’s relevant to the consumer, and does it align with the brand message?”
Data should guide and validate decisions, not paralyze them.
“Relevance has a feeling to it. It’s not just numbers,” he said. “It’s about whether the message fits the brand’s voice and connects culturally.”
Working across numerous entertainment clients, Mediahub focuses on using data to amplify creative storytelling and drive cultural engagement.
“We want to be part of the conversation, and drive it,” Indich said.
Audio’s resurgence in the media mix
While video continues to dominate the ad world, Indich sees a growing opportunity in audio.
“Audio is, in a lot of ways, underutilized,” he said. “It delivers highly engaged, leaned-in audiences.”
He pointed to podcasting as a particularly strong channel, supported by both robust data and the authenticity of trusted voices.
“Hearing that voice, that trusted voice when you’re listening, matters to consumers,” he said.
With new creative tools making it easier for brands to produce audio content, Indich believes the medium’s potential is just beginning to be unlocked.
“It’s not just about reach, it’s about connection,” he said. “Audio has always been part of video, but now it deserves its own spotlight.”