Transforming Agency Models for Sustainability and Value Creation

The chapter discusses the urgent need for sustainable practices in the marketing industry, highlighting the necessity for transformation and innovation in the agency business model to meet the demands of brands and advertisers. It emphasizes the shift towards more agile and project-based engagements to drive commercial success for both parties. The key message stresses the adaptation of agency operating systems for quicker project turnaround, sustained margins, and integration of automation for added value.