Agency Business

Ian Whittaker, former media and tech equity analyst and founder of Lipty Sky Advisors, dives into the future of the advertising landscape. He explores how macroeconomic and geopolitical trends will shape agency strategies by 2026. Whittaker emphasizes the urgent need for agencies to adapt to AI advancements and new revenue models. He predicts a positive growth outlook for major players like WPP while also highlighting challenges faced by Dentsu. The discussion concludes with a call for creative leaders to demonstrate financial value, boosting agency confidence.

Mollie Rosen, President of Member Experience at the 4As, delves into the 2026 Look Ahead report, highlighting two divergent paths for agencies: tech-driven platforms or creativity-led partnerships. She discusses the tension AI creates within agencies and the urgent need for adoption among independents. Mollie also addresses outdated compensation models that hinder innovation and the importance of evolving billing practices. With insights on offshoring trends and succession planning, she underscores the critical shifts agencies must embrace to thrive.

Amanda Forgione, CEO of Morrison, shares her insights from her 25-year journey in an independent agency with deep family roots in advertising. She discusses how AI disrupts traditional practices and the necessity of a flexible, people-first model in agency management. Amanda highlights the importance of senior access, cautious budgeting, and the value of creativity with limited resources. She emphasizes the enduring relevance of PR and the rise of female leadership, while contrasting the independence of agencies with larger corporate structures.

Steve and Robin Boehler, co-founders of Mercer Island Group, dive into the recent upheaval at Omnicom, shedding light on the closure of legacy creative agencies and the challenges large networks face. They discuss how industry consolidation fosters client anxiety and the decline of brand distinctiveness. The Boehlers emphasize the implications for talent and pricing in this turbulent landscape. They also preview their upcoming book, sharing insights on agency positioning and winning strategies in a changing market.

Dooley Tombras, President of the family-owned Tombras agency, shares insights on navigating the advertising landscape. He highlights the importance of independence in fostering long-term investments in AI and first-party data. Dooley discusses their unique hub-and-spoke staffing model that balances talent across locations like Knoxville and Buenos Aires, while maintaining cultural stability. He emphasizes how industry consolidation is attracting top talent to independent agencies, positioning them as competitive players in a shifting market.

Michael Farmer, a consultant and author with 30 years in agency economics, shares his insights on productivity challenges in agencies. He discusses how measuring work is crucial to understanding profitability and highlights the impact of excess staffing and rework. Farmer predicts AI could enhance creative productivity significantly but warns it might lead to fee compression. He emphasizes the need for agencies to reinvest AI savings into senior talent and calls for a focus on strategic growth rather than just creativity.

Doug Zanger, founder of Indie Agency News, shares his journey from radio producer to agency advocate. He emphasizes that confidence should be a key performance indicator for agencies. They explore the importance of visibility, innovative tools like First Pass for optimizing press, and how agencies can better communicate their value. Doug also discusses the rise of partnerships among indie agencies, the role of AI in enhancing collaboration, and why storytelling is crucial for growth.

Josh Rosenberg, Co-founder and CEO of Day One Agency, delves into the concept of 'earned creativity' and its significance in today's landscape. He shares insights on understanding Gen Z and Gen Alpha through their research initiatives. The importance of curiosity in hiring new talent is highlighted, alongside the agency's innovative Learning Fund for employee growth. With a nimble structure, Day One focuses on deep creative partnerships rather than a media practice, investing in editorial assets like podcasts to fuel ongoing learning and client engagement.

Mark Sherman, founder and former CEO of Media Experts, shares his insights on the dynamics of independent versus holdco agencies. He discusses the challenges and opportunities for new large independents emerging today. Mark emphasizes how independent agencies can outpace their corporate counterparts through culture, agility, and bravery. He delves into M&A strategies, advising sellers to maintain their confidence and encouraging buyers to appreciate independent strengths. Mark also highlights the critical operational aspects that underpin agency success.

Paul Venables, founder and chairman of the San Francisco creative agency Venables Bell & Partners, shares insights on maintaining agency independence and his mantra of 'doing right by people.' He discusses the importance of hiring for cultural fit and how VB&P evaluates client chemistry, even turning down business when it doesn't align. Paul highlights the agency's innovative use of AI in production and the belief that growth isn't the only goal—stability and culture matter too. Finally, he reflects on the impact of San Francisco's evolving creative scene.