The Client of the Future Will Face Challenges Around Speed and Agility
A few weeks ago I was chatting with a senior exec from one of the big, legacy agency networks. He told me the agency has 180 offices around the world, and 60% of those are franchise deals.
Then I asked him what his biggest threat is at the moment. He said it's the new generation of agencies that are built for a digital world.
Which raises these questions: Can legacy agency networks introduce new ways of working faster than their aging, lucrative model and structure declines? What if everything that has made ad agencies iconic and essential in the past is exactly what makes them vulnerable now? What if the next generation of client doesn't want to foot the bill of dismantling and transforming a behemoth built to work in a pre-digital world?Read more