The future of the agency: Transformation, collaboration and innovation

This report details the findings from a series of interviews with marketing professionals, drawing out some of the key issues facing ad agencies.

The future of the agency: Transformation, collaboration and innovation

Stephen WhitesideWarc

During the 4A's Strategy Festival, held in Nashville in October 2013, Warc asked a select group of leading strategists to discuss some of the shifts reshaping the agency world

This article outlines the main themes identified by our five interviewees: Jonny Bauer from Droga5, Yusuf Chuku from McKinney, Laura McFarlane from SapientNitro, Suzanne Powers from McCann Erickson and Derek Robson from Goodby Silverstein & Partners.

In summary, they argue:

  • Agencies are starting to get to grips with the demands of the new marketing ecosystem, but large and small...

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