Breaking and Entering Advertising Podcast What’s Next for Agencies? AI, In-Housing, and Indie Wins with Brian Bonilla
Sep 1, 2025
Brian Bonilla, Senior Agencies Reporter at Ad Age, dives into the evolving world of advertising. He discusses why brands are shifting to in-house creative consulting while leveraging AI tools. The impact of Dentsu's recent shake-up is explored alongside T-Mobile's in-housing moves. Brian shares the story behind Opinionated's pitch for Shake Shack and highlights emerging agencies gaining traction. With insights into NYC's dynamic agency spaces and evolving pitch strategies, this conversation captures the pulse of modern advertising.
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Agencies As In-House Enablers
- Brands want agencies to act as enablers, blending creative consulting with AI guidance.
- Agencies must become smarter partners or risk brands building capabilities internally.
Price And Package AI Enablement Now
- Do develop clear pricing and offerings for strategic AI and enablement services.
- Make your agency a practical, teachable partner so clients don't build the capability themselves.
Dentsu's International Shake-Up
- Dentsu is exploring major structural moves after mixed international performance.
- They hired bankers to advise on selling or merging parts of their international business.