The Immortal Life of Agencies WPP Open's President: AI and the pursuit of happiness – Matt McNeany
Today’s guest is Matt McNeany, President of WPP Open. Drawing on two decades of experience helping the world’s biggest brands and agencies navigate digital transformation, Matt offers some much needed big picture context around AI.
His ‘streamline, expand, disrupt’ model extends the established benefits of greater productivity and unpacks why differentiated agencies will be more essential than ever as the brand, marketing and customer experience rule books are rewritten.
Matt also offers an unfashionable take on the prospects of the holding companies vs challengers like Brandtech, Stagwell and Accenture Song.
Finally he reflects on the human side of transformation, offering valuable advice to all of us knowledge workers to ensure we remain essential.
HIGHLIGHTS:
[05:59] Why optimism beats uncertainty
[07:46] How AI changes businesses
[12:34] Efficiency is just the beginning
[16:39] How HoldCo.s vs indies will play out
[22:10] Pricing in an AI-driven world
[27:59] The increasing risk of agency commoditization
[29:39] Embracing the reinvented customer journey
[32:43] Disruption to white-collar jobs
[36:36] The promise of greater fulfillment
[37:37] Taking responsibility in the AI revolution
MORE ABOUT MATT:
LinkedIn: linkedin.com/in/mattmcneany
HOST SOCIALS:
Linkedin: linkedin.com/in/robinbonn
Twitter: twitter.com/robonn
MORE ABOUT CO:DEFINERY: