Rewind 2018: The very shape and nature of advertising agency is changing

The advertising industry has operated on the belief that leaders create themselves

A strategic inflection point is upon us. Legacy structures aren’t working. New capability creation is critical. Storytelling needs a makeover; while television commercials are not irrelevant, the digital footprint is growing rapidly and demanding that we think new, fresh and radical. Profits are at an all time low, fundamentals are at stake. 

For agencies, the rapidly evolving business could either reveal new opportunities or open the door to a downward spiral. What must ad agencies do and how must they change, is a question that occupies most in the business today.  

The good news is that new agencies have begun