What would a new model agency look like today if we were going to build it from the ground up?
There's been a lot of news about the decline of the agency network model. In a landscape defined by AI disruption, platform dominance and the collapse of legacy holding structures, agencies are being forced to reinvent themselves - fast.
We are honored to have our good friend, Jacco ter Schegget, now a board-level advisor and consultant. He was a former CEO of Publicis Groupe Benelux, JWT Asia, and was our colleague in China as President of OgilvyOne from 2014-2017. This episode is not about nostalgia, but provides practical ideas on how to move forward.
1. Besides AI, what do you believe are the biggest forces shaping the future of marketing agencies today?
2. Are the changes all about technology, or do traditional organizational structures impact it?
3. Does a single P&L mean that senior heads will roll, or can you manage this more effectively?
4. What made agencies so big in the first place?
5. Is there a correlation between the decline of the agency and the loss of its strategic value?
6. If you were building a marketing services platform from scratch today—with your own money—what would it look like?
7. Do we see the services stripped down, given the simplicity of the new OEM manufacturing model?
8. Where do you see the strategist's role in the new agency model?
9. What's the role of the creative leader?
10. What will happen to entry-level executional staff if AI replaces them? Will new agencies just consist of senior-level people?
11. What should we be teaching young people who want to get into the new agency?
12. What would you keep and kill from the previous model for the new one?
Jacco on LinkedIn:
https://www.linkedin.com/in/jaccoterschegget/ About Jacco: https://hanare.nl/For everything ShanghaiZhan:
http://zhanstation.com/ShanghaiZhan Theme Music: by Bryce Whitwam
https://soundcloud.com/bryce-r-whitwam/bad-cough-syrup?si=cfb30a6e0c0e459da78b912bf60825acBryce on Linkedin: https://www.linkedin.com/in/brycewhitwam/Ali on Linkedin: https://www.linkedin.com/in/alikazmi/
