At POSSIBLE 2025, Megan Jones, Chief Media Officer at Digitas, rolled back the covers on scroll culture, AI shortcuts, and the strategy-first mindset brands need to stop chasing metrics and start making moments.
At POSSIBLE 2025, we caught up with Megan Jones, Digitas’s Chief Media Officer, to discuss scroll culture, AI overload, and what brands do wrong when they chase data but forget the idea.
Jones laid out what today’s media leaders should prioritize—how AI can support creative work, not just efficiency, and why creativity remains a core driver of business impact, not an afterthought.
▶️ Watch the full interview below, then scroll for more highlights from our conversation.
Attention Is Earned—Not Captured
When we asked how Digitas helps brands cut through the scroll reflex, Jones focused on connection.
“It’s all about giving consumers something they actually care about. It can be funny, it can be sad, it can be compelling—they can learn something. Whatever it is, that’s how you get people’s attention.”
It’s not about the format. It’s about the feeling.
You Can’t Optimize Without a Plan
Everyone wants personalization, performance, and privacy, but Jones says the first step isn’t tools—it’s clarity.
“Strategy, strategy, strategy. You have to have a strategy. You have to be a person with a plan.”
Digitas works backward from the business goal to build the right media mix because if you don’t know where you’re going, she says, “you’re never going to get there.”
AI Is for Insight, Not Just Output
Yes, Digitas is building with AI—but not just for the sake of efficiency.
They created an agentic AI platform called Digital AI, which Jones says is used to:
- Understand audiences faster
- Translate and adapt content
- Test creative
- Inspire better ideas
“Dream it, I can probably do it. And let’s test it out and try it.”
But what’s she tired of hearing about AI?
“AI equals efficiency only—and us stopping there. That’s not a vision. That’s a shortcut.”
The Cookie Cutoff Halt Didn’t Change the Assignment
While others may have paused after Google’s shutdown of cookie deprecation, Jones said Digitas didn’t flinch.
“We’ve been smart enough to know that cookies were punted year after year. It hasn’t made huge waves.”
The team is still working on clean room strategies, first-party data, identity, and measurement. That work didn’t stop, and will not stop.
Creativity Is the Outcome, Not the Ingredient
If Jones could hand every CMO a cheat code?
“Creativity is not dead. And let’s stop wasting time and breath talking about it being dead.”
She says data gets us to the insight, but big ideas actually move people.
“We’re focused on the ingredient instead of the outcome. Creativity is the outcome.”