In this session...
From IP ventures to equity stakes, data analytics to management consultancy, agencies are for the first time fundamentally ripping up their traditional models and actually doing things differently.
Grey London CEO Leo Rayman leads a panel with some of the most innovative, disruptive agencies on the planet to discuss what’s happening, and what the future holds.
Search ‘the ad agency is dead’ and you’ll be met with headlines including ‘Is Traditional Advertising Dead?’, 'The Advertising Agency Business is Dead’, and ‘Advertising is Dead: No, for Real This Time’. Indeed, the demise of the traditional agency model has long been predicted, debated, and greatly exaggerated – while agencies have chugged on doing what they’ve been doing for a century.
Except that now they’re not: for the first time, agencies are doing something different. The past 18 months has seen agencies launching products, creating IP, making forays into data analytics, charging for results and not time, take equity in clients, entering the consulting business and talking to CEOs before they’ve even shaken hands with the CMO. It’s also seen the management consultancies’ first major foray into adland, with Accenture acquiring Karmarama.
We must stop debating what the ‘agency of the future’ will look like, because the future has arrived.