Eight considerations for the next generation of agencies

Agencies must drive internal change in order to help their clients succeed at a time of rapid evolution in almost every marketplace.

The next generation of advertising agencies, believes Jon Wilkins, will need to do a “much better job of representing the people they desire to communicate with.”

But the executive chairman of Karmarama, a London-based division of Accenture Interactive, has to look no further than McCann/Tel Aviv’s work for furniture retailer IKEA to get a glimpse of that future.

“This kind of really diverse creativity – led by a different makeup of people and teams – is stuff that I just don't think most agencies today would get to.”

One key reason McCann/Tel Aviv could “rethink its product” in this way,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands