In an AI-mediated world, the MRM practice is engineering how to manage the relationships between agents representing consumers and brands.

It may have started with vision and sizzle, but the year evolved into a sophisticated, methodological framework for rearchitecting advertising and media on the road to 2030.

PMG earned the award for its standout ability to innovate - a pillar of MediaPost's AOY criteria, along with industry leadership and vision - during a year defined by disruption across the ad and marketing landscape, buffeted by consolidation, macroeconomic uncertainty and the promise and confusion created by AI.

In year one, Lord transformed Horizon's data stack into an "OS," struck a global JV with Havas and put the indie in place to become the holdco of the future. What will he do in year two?