Emma Armstrong, CEO of FCB New York, discusses the agency's innovative approach to autonomy and collaboration. She emphasizes the significance of evolving operational structures and maintaining a strong creative reputation. Key topics include the effects of AI on brand fundamentals and the importance of diversity in cultivating a supportive culture. Armstrong also shares insights on agency turnover, the debate between project and retainer work, and the future of client collaboration, all while advocating for psychological safety within teams.
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insights INSIGHT
Autonomy Drives Innovation Scaling
FCB New York enjoys significant autonomy to innovate and run its own business while still benefiting from global network support.
The Global Transformation Officer role was created to share innovations across offices and scale improvements efficiently.
insights INSIGHT
Collaboration Over Competition
FCB offices collaborate rather than compete, sharing wins and learning across the network.
The real pressure to innovate comes from within each agency to serve clients and create great work, not from sibling competition.
insights INSIGHT
AI Shifts Marketing Roles
AI is transforming lower-funnel marketing tasks but not the fundamental brand building work.
Clients remain willing to pay for deep brand insights and strategy while commoditizing simpler execution tasks.
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This week on Agency Business, Olivia and Brian speak with Emma Armstrong, CEO of FCB New Yorkand global transformation officer at FCB.
Emma shares how FCB’s structure gives local offices real autonomy, and how her newly formalized transformation role helps scale innovation across the network. She reflects on how her team built a strong creative reputation, why agency operations must evolve alongside new pricing models, and how FCB New York has maintained just 10% voluntary turnover for three years running.
She also discusses:
How AI is reshaping lower-funnel work, but not brand fundamentals
Why the project-vs-retainer debate misses the bigger picture
The business case for culture and psychological safety
Her perspective on in-housing, the Oliver model, and evolving client collaboration
How agency leaders should think about succession and structural change
Plus, in our weekly news segment, Brian and Olivia discuss:
WPP’s appointment of new CEO Cindy Rose, and why the board remains the key power center
Whether Rose’s tech and sales background will help the holding company reverse its trajectory
If Dentsu’s continued turnover and losses could signal a future divestment
Updated data from Madison and Wall showing between 2 and 3% growth across top independent agencies despite macro uncertainty
Agency Business features agency CEOs and financial decision-makers alongside third party experts including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color.
Agency Business