The agency model is broken – but you can fix it
Chris Baker and Martin Handyside
The current 'one size fits all' commodity model is no longer fit for purpose. The future will need to be more diverse, with individual agency models better adapted to the individual needs of different advertisers. Advertisers as well as agencies also need to look hard at their processes: applying 'lean' principles and upgrading their project management, focusing on what is core and what is better outsourced.
Warren Buffet famously observed, 'You only find out who is swimming naked when the tide goes...