Creative Agency Account Manager Podcast Rebuilding the agency model for the AI era, with Roy Murphy
Oct 28, 2025
50:44
Welcome to episode 149. If you've been watching AI reshape the marketing landscape and wondering what it really means for agencies, this conversation is going to be particularly interesting for you.
Roy Murphy and I dig into whether the traditional agency model can survive in its current form and what you can do about it. Roy is the Co-Founder of G3NR8, a business focused on applying a centralised intelligence layer for organisations to implement AI successfully.
We cover:
- Why he believes the current agency model is on borrowed time and the data behind that bold claim.
- How client in-housing, AI adoption and economic pressure are converging into a perfect storm.
- What the rise of creative automation really means for designers, strategists and account managers.
- How forward thinking agencies are building new business models that focus on client outcomes and not ours.
- And the three M's every agency leader needs to embrace, which are mindset, model and mechanics.
It's a lively, honest discussion, packed with examples, a bit of provocation and plenty of practical takeaways for anyone trying to figure out how to future-proof their agency. Roy's message is really clear. AI isn't coming for agencies. It's already here and it's those agencies that are going to adapt and who are going to thrive. So rethinking your business model, retraining the team and rebuilding the offering around client outcomes.
You can connect with Roy at https://www.g3nr8.com/ and subscribe to his brilliant newsletter. You can also read his viral LinkedIn post that we mention in our chat here: https://www.linkedin.com/posts/roymurphy_ai-agencies-work-activity-7383090246873149440--6Su
Additional links:
Sales and Marketing AI Playbook https://www.g3nr8.com/ai-sales-and-marketing-ecosystem
Marketers AI roundtable https://www.g3nr8.com/senior-marketers-ai-roundtable
G3NR8 AI newsletter https://www.g3nr8.com/blog (featuring BAD AI where they skewer poor AI practice, every week, without fail).
If you'd like to know how AI-ready you are in your account management role, then you can go over to my website, https://www.accountmanagementskills.com and take your free AI readiness quiz. You'll get a personalised report and also some insights and tips and strategies for using AI in your client management role.
Roy Murphy and I dig into whether the traditional agency model can survive in its current form and what you can do about it. Roy is the Co-Founder of G3NR8, a business focused on applying a centralised intelligence layer for organisations to implement AI successfully.
We cover:
- Why he believes the current agency model is on borrowed time and the data behind that bold claim.
- How client in-housing, AI adoption and economic pressure are converging into a perfect storm.
- What the rise of creative automation really means for designers, strategists and account managers.
- How forward thinking agencies are building new business models that focus on client outcomes and not ours.
- And the three M's every agency leader needs to embrace, which are mindset, model and mechanics.
It's a lively, honest discussion, packed with examples, a bit of provocation and plenty of practical takeaways for anyone trying to figure out how to future-proof their agency. Roy's message is really clear. AI isn't coming for agencies. It's already here and it's those agencies that are going to adapt and who are going to thrive. So rethinking your business model, retraining the team and rebuilding the offering around client outcomes.
You can connect with Roy at https://www.g3nr8.com/ and subscribe to his brilliant newsletter. You can also read his viral LinkedIn post that we mention in our chat here: https://www.linkedin.com/posts/roymurphy_ai-agencies-work-activity-7383090246873149440--6Su
Additional links:
Sales and Marketing AI Playbook https://www.g3nr8.com/ai-sales-and-marketing-ecosystem
Marketers AI roundtable https://www.g3nr8.com/senior-marketers-ai-roundtable
G3NR8 AI newsletter https://www.g3nr8.com/blog (featuring BAD AI where they skewer poor AI practice, every week, without fail).
If you'd like to know how AI-ready you are in your account management role, then you can go over to my website, https://www.accountmanagementskills.com and take your free AI readiness quiz. You'll get a personalised report and also some insights and tips and strategies for using AI in your client management role.