Advertising no longer fits neatly into any legacy format. Carrie Drinkwater at Carat (part of Dentsu) says it’s time to challenge how we think about planning, buying, and measuring media.

In 1801, Scottish engineer William Playfair introduced the world to the pie chart. It’s a fascinating historical footnote – until you realize we’re still using it to visualize media investment in 2025.

In the most dynamic, data-driven era our industry has ever seen, we continue to rely on a 200-year-old tool to explain how audiences consume content. That disconnect says a lot about how much further we need to go.

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Source: The Drum