Closing Keynote: Leading an Agency Through Disruptive Times
As the industry continues to move through rapid change, there have been declines in agency remuneration, loss of AOR status, fragmentation of media channels, changes in consumer demographics – which all started long before the market slowdown. Agency efforts to deal with the changes have not been effective. To deal with fee reductions, agencies have downsized and “juniorized,” thus reducing their strategic and creative capabilities.
However, moving forward, agencies must immediately begin developing new skills, new types of relationships, and better focus on becoming experts in solving business and brand performance challenges for their clients.
Author of Madison Avenue Manslaughter, Michael Farmer will address the characteristics now required of senior leadership and how an agency CEO should begin the transformation process.