The Aperiam Podcast The Evolution of Agencies with Jay Friedman
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Jul 24, 2025 Jay Friedman, the former CEO of Goodway Group and now a strategic advisor, dives into the evolution of marketing agencies in a world driven by AI. He discusses the impact of AI on agency roles and the need for brands to adapt their partnerships. The conversation also critiques influencer marketing, advocating for data-driven decisions. Additionally, Jay emphasizes the importance of maintaining corporate culture while integrating AI, ensuring organizations attract top talent while maximizing productivity in the modern landscape.
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AI's Impact on Agency Roles
- AI and offshoring transform agency roles but also create new types of jobs.
- AI enhances human work rather than simply eliminating roles.
Leverage AI for Efficiency
- Use AI to reduce unproductive activities like repetitive meetings and campaign setups.
- Focus on AI to increase output and competitive advantage, not just cost cutting.
Agency Role as Trusted Advisors
- Brands seek agencies acting as true advisors working in their best interests, not just order takers.
- Boards often push for lower fees, undervaluing agencies despite high consulting costs.
