Modern holding companies promise unmatched scale, connected capabilities and automated efficiency. But for the strategists and buyers working inside these ecosystems, and the brands paying for them, a harder question lingers: do Holdco’s drive innovation and deliver results, or lock campaigns into rigid, self-interested supply chains? In this headline session, CEOs from media agency holding groups pull back the curtain on their evolving priorities and debate whether today's modernised Holdco’s are genuinely built for the future of media or built primarily for themselves.