media landscape

As the 2026 upfront season takes shape, one theme is clear: accountability is no longer optional—it’s expected. This insightful piece from The Current dives into how agencies are navigating a rapidly evolving media landscape where performance, transparency, and measurable outcomes are front and center.

Proud to see Paul Her-Sturm and Gina Lombardo-Negron of Hawthorne Advertising featured in the conversation—bringing valuable perspective on what today’s marketers demand from their partners.

As the industry continues to shift toward outcome-driven strategies, their insights reinforce a bigger truth: success isn’t just about reach anymore—it’s about results.