Michael Farmer

Michael Farmer, a seasoned consultant and author, shares his wealth of knowledge on agency profitability and the disconnect between value and fees. He reveals how unclear scopes and excessive resource use can erode margins. Highlights include the importance of developing a data-driven understanding of agency output and how smaller agencies can thrive by focusing on client outcomes rather than just deliverables. The discussion emphasizes the need for agencies to adapt their strategies to navigate commoditization and prioritize meaningful relationships with clients.

Brian Jacobs, a veteran in advertising and co-founder of a new initiative, joins Denise Turner, CEO of Route Research, and Michael Farmer, consultant and author, to discuss transformative efforts in the advertising world. They tackle pressing issues like agency compensation, consumer trust, and advertising fraud. The guests emphasize the need for creativity and accountability, reflect on the industry's evolution, and stress the importance of collaboration among stakeholders to drive positive change and adapt to modern challenges.

Michael Farmer, an author and agency advisor with roots in consulting, dives into his latest book, exploring the monumental shift in advertising agency practices. He discusses the transformation of HUGE and the industry's move from traditional fee structures to client-centric models. Farmer shares his unique journey from English major to advertising consultant, highlighting pivotal career moments. He emphasizes the challenges agencies face in fostering innovation, restructuring for client engagement, and adapting to the evolving market landscape.