Nick Brien has heard the industry buzz about in-housing marketing services and capabilities.

“It’s been about cost,” the CEO/Americas for Dentsu Aegis Network told delegates at the 4A’s (American Association of Advertising Agencies) 2019 Decisions 20/20 conference. “It’s about speed. It’s about delivery. And some of it’s about programmatic.

“Everyone has their own flavor,” he allowed. “But even [Procter & Gamble’s chief brand officer] Marc Pritchard has talked about the days of agency networks – with hundreds of agency brands – being over.”


Nick Brien, CEO/Americas, Dentsu Aegis Network

Brien looks to technology for direction in advertising, and cites Satya Nadella, Microsoft’s CEO, as a thought mentor: “I met him when we worked with him on his global media [account] and he would say, ‘Our industry does not respect tradition. What it respects is innovation.’”