As the era of artificial intelligence takes hold beyond digital transformation, the role of advertising agencies is being put to the test. Agencies are expected to evolve beyond merely creating advertisements and purchasing media, taking on the role of solution partners that address real-time business challenges faced by clients. In this landscape, Titanium22, a smaller independent agency, is receiving attention for its remarkable pace of change, demonstrating how agencies can adapt to this major shift.

Titanium22 has recently dismantled the traditional organizational structure that separated planning, strategy, production, and media, believing that physical and psychological barriers fragmented clients' issues. The newly restructured organization operates under an integrated solution team system, optimized for creating business performance results for clients. This organic structure allows planners to consider production and producers to derive creative solutions based on media data, enabling advertisers to receive a 'one-stop solution' for their complex business problems.

Furthermore, Titanium22 has fundamentally revamped its media strategy by establishing a 'Media Intelligence (MI) headquarters' that transcends traditional media distinctions. The driving force behind this change is its self-developed 'AI-driven Integrated Media System (AIMS)', which integrates the management of all media types and instantly optimizes advertising budgets based on real-time execution results. This approach allows for a dynamic media operation capable of responding in real-time to data flow, moving away from passive reporting to a model of 'living media operations'. The most transformative innovation is the acceleration of the advertising production process, allowing for real-time strategizing and result forecasting—redefining how advertising is created and executed in response to modern demands.