Advertising agencies face a strange and often uncomfortable dynamic when it comes to platform recommendations. Platforms like Google and Meta sell advertising and frequently nudge brands toward increased spending, while agencies are positioned to offer a broader, more independent view of the entire marketing ecosystem. This ET BrandEquity exclusive by Mihir Mehta cuts through that tension, arguing that brands must learn to distinguish between platform advice driven by commercial incentives and genuinely independent strategic counsel. The piece makes a compelling case that trust in the media and marketing world is ultimately earned by consistently aligning with the brand’s best interests, not the platform’s, and that marketing success hinges on what benefits the brand, not just the platforms it spends on.
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