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In the past few months alone, WPP Media, Omnicom, and IPG Mediabrands announced deep layoffs and restructures — putting entire analytics, buying, and planning teams at risk. Media buyers everywhere are worried: “Will I still have a job next year? And what skills or moves actually matter now?”
And it doesn’t stop there: – Holding companies are consolidating agencies to stay profitable. – Brands are merging and slashing marketing budgets to cope with rising costs and economic uncertainty. – AI and automation are replacing repetitive planning, buying, and reporting work — faster than anyone expected.We sat down with Sabrina LaRosa, Senior Director, Media at Loblaw, for an honest Q&A on how media buyers can navigate industry shifts, adapt their skills, and stay ahead in a changing marketplace. Her insights cut through the noise with practical tips every buyer should hear.
What skill, mindset, or habit do you think will distinguish media buyers who keep their jobs from those who are laid off during restructuring?
Sabrina - Adaptability and broader thinking will be the most critical differentiators. Media buyers who survive restructures aren’t just button-pushers—they act like business partners. They ask: “How does this media decision impact the bottom line?” The habit of thinking beyond CPMs or ROAS, and tying recommendations to broader business goals, makes someone indispensable. Also, a learning mindset—those actively upskilling in tech, measurement, or AI tools—signals future-proof value to leadership.
With analytics, planning and even buying roles being automated or offshored, where do you see the biggest opportunity for media buyers to add irreplaceable value to clients or agencies?
Sabrina - Insight-driven strategy and human storytelling. While machines can optimize toward a KPI, they can’t interpret why performance is lagging, reposition a message to resonate emotionally, or guide a client through nuance and market shifts. Media buyers who translate data into compelling, business-relevant narratives, or who proactively connect media to creative, brand, or consumer insights are essential.
If you were starting out today as a junior or mid-level media buyer, what would you double down on learning or doing over the next 6–12 months to stay recession- and restructure-proof?
Sabrina -
- Client fluency – Learn how your client's business works and changes. How media ladder to their P&L. Strategic buyers don't just manage campaigns, they help solve business problems. Get of execution mode.
- Measurement & storytelling – The ability to not just read a dashboard, but distill it into 3 slides that tell a clear business impact story.
How can media buyers proactively demonstrate their impact to leadership, so when layoffs are discussed, their value is obvious and measurable?
Sabrina - Think beyond the campaigns. Don’t just report on KPIs—connect them to growth levers: revenue impact, improved efficiency, faster testing cycles, or stronger creative performance. Proactively wins and shares short performance recaps or “test & learn” summaries with clear, digestible results. Build a reputation as a collaborator and problem solver. People who improve processes, mentor others, or bring clients innovative ideas, even small ones.
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