Agency Business #38: How AKQA EMEA Is Evolving Under WPP Integration and AI Transformation — Geoff Northcott
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Sep 15, 2025 In this discussion, Geoff Northcott, CEO of AKQA in EMEA, shares his insights from 18 years at the creative-tech crossroads. He dives into the agency's evolution amidst leadership changes and WPP integration, revealing how AI is reshaping client services and staffing models. Geoff highlights the delicate balance between autonomy and scale in creative agencies and the importance of training and partnerships in leveraging new technologies. He also touches on political dynamics impacting cross-border talent and the implications for the advertising industry.
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AI Is Shifting From Efficiency To New Business Models
- Geoff Northcott says AI is transforming agency work from efficiency to creating new products and business models.
- AKQA is reorganizing globally to deliver those AI-driven capabilities to clients at speed.
Keep Local Autonomy While Harnessing The Network
- Retain studio autonomy but connect teams into one coordinated network to deliver best-in-class work.
- Make local studios part of a shared mission so clients access the network's full depth.
Use AI Efficiency To Fund Creative Quality
- Use AI to cut process waste and reallocate budget to creative differentiation.
- Speed up without sacrificing AKQA's world-class quality by spending savings on pushing craft forward.