How Top Brands Are Fixing Media Complexity on Multiple Platforms
Marketers today are juggling more platforms, more data, and more pressure than ever. With retail media networks, measurement tools, and internal stakeholders pulling in different directions, it’s no wonder so many teams feel stuck in the weeds. Media complexity is a daily roadblock that’s keeping brands from seeing what’s really working.
We spoke with Tom Swierczewski (VP Media Investment, Goodway Group), Laura Beaupre (President, Look Listen), and Josh Perry (Digital Media Supervisor, Look Listen), to unpack what’s fueling the chaos, where most brands go wrong, and how a smart agency partnership can help teams finally find clarity, control, and results.
Meet the Experts
VP Media Investment
Goodway Group
President
Look Listen
Digital Media Supervisor
Look Listen
Q1 | What does "media complexity" mean to you in today’s marketing landscape, and how are brands struggling with it most?
There are too many options, and, of those options, the data is fragmented making it harder to track performance results.
Goodway Group: Media complexity today stems from fragmented retail media networks (RMNs), each with unique metrics, reporting, and tech stacks. Data fragmentation remains one of the most significant hurdles. This fragmentation makes it hard to compare performance across networks, identify synergies, or allocate budget effectively.
Look Listen: Media complexity is the saturation and decision paralysis of channels, platforms, technologies, and data. The marketing landscape is overrun with options and brands struggle to know what is the right option for their business and why.
Q2 | How can agency partnerships simplify the chaos of fragmented media channels and measurement tools?
Agencies are trusted partners who help clients navigate through the clutter and noise using tools and their expertise, and identify solutions to problems. Below Goodway Group and Look Listen share their approaches:
Goodway Group: Goodway Group addresses fragmentation by standardizing data formats across RMNs, unifying metrics, and using frameworks like TriangulateLift™ — combining multitouch attribution, MMM, incrementality testing, and A/B tests — building clear optimization. We layer this with proprietary tools like RealValue® and clean-room identity resolution, giving brands both simplified oversight and depth.
Look Listen: Agencies serve many roles including staying on top of the trends, regularly meeting with and testing new platforms and technologies, and housing a unified strategy for all media. With proper access and full media strategy management, agencies create a unified framework for data and customer journeys across channels while being the expert in cutting through the complexity to recommend an ideal plan for success. As your agency, we are your trusted partner and here to calm the chaos and solve problems.
Q3 | Can you share an example of how a strategic partnership helped a brand gain clarity or improve results?
Goodway Group: Yes — a national QSR brand partnered with Goodway Group to transform their fragmented, underperforming media strategy. We built a predictive modeling system and AI scenario planner that gave both HQ and local operators shared visibility and control. This led to measurable improvements: ROAS doubled, in-store traffic jumped 26%, and nearly $130M was generated in online revenue.
Look Listen: By carefully reviewing, RFPing, and partnering with a sophisticated ABM platform, we elevated our media campaigns and our client leveraged the platform as an internal sales and marketing tool. We gained the ability to provide lists of high-intent accounts to our client for prospecting while also gaining clarity on which companies were visiting their site for further sales touchpoints and nurture campaigns.
Q4 | What red flags should marketers look for that signal they may be dealing with unnecessary media complexity?
Inconsistency and lack of clarity are red flags.
Goodway Group: Signs include inconsistent reporting structures between RMNs, lack of unified metrics, and difficulty seeing cross-network performance or synergies. We think these indicate your measurement is siloed and overcomplicated.
Look Listen: If their budget is split across too many channels/platforms and they aren’t seeing a lift in performance or reaching statistical significance of tests within 4-6 weeks. Also, difficultly explaining performance and unable to clearly identify what happened and why.
Q5 | What advice would you give a marketer trying to align internal teams and external partners around a unified media strategy?
Alignment on process, goals, and messaging will help everything fall into place moving forward.
Goodway Group: Start by integrating data (cross-channel and first-party), standardizing reporting, and building a unified measurement framework — from MMM to incrementality — to align teams around shared outcomes. Then layer in common planning and scenario tools so all stakeholders are using the same models and KPIs.
Look Listen: Maintain the clear message that we are one team with shared goals. We need to trust each other, use centralized systems, regularly share data and insights, and understand the respective goals and responsibilities of each party. If you’re working with multiple teams across organizations, meet regularly altogether to discuss the status of projects, review performance, ask questions, and align on optimizations.
Key Takeaways
Fragmented platforms and reporting make it nearly impossible for brands to compare media performance or allocate budgets with confidence.
Agencies can cut through complexity by standardizing data, centralizing strategy, and aligning KPIs across channels.
One QSR brand doubled ROAS and drove $130M in revenue after adopting predictive modeling and scenario planning tools.
Red flags include unclear performance insights, split budgets that don’t lift results, and inconsistent metrics across platforms.
Alignment starts with shared goals, transparent systems, and frequent collaboration between internal teams and agency partners.
Media strategy doesn’t have to be overwhelming. With the right systems, clear metrics, and a collaborative partner who knows how to navigate the chaos, marketers can stop reacting and start optimizing. Whether you’re dealing with too many platforms, murky results, or disconnected teams, you’re not alone and you don’t have to solve it alone either.
At Setup, we connect clients with partners who help navigate the more complex parts of marketing, guiding you through each challenge and offering the ultimate solution. If you liked how Goodway Group and Look Listen approach and manage media complexity, talk to us. We can connect you with agencies who help you own your media outcomes with confidence.
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