Geoff Northcott

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.