Future of the Agency

What is the agency of the future? Explore the frontiers of forecasting, new business models, and technologies with us.

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How to Rebuild Trust in the Agency-Marketer Relationship

Marketing & Communications

This column by 4A’s President and CEO Marla Kaplowitz originally appeared in Adweek.  

Project [Dis]Connect by the J. Walter Thompson Young Commodores

4A's Member

The J. Walter Thompson Young Commodores – students from Manhattan Early College School for Advertising (MECA), Miami Ad School and City College of New York – had an amazing opportunity to work with the great people from the Discover Outdoors Foundation Kirk Reynolds and Lauren Skonieczny. Throughout the 15-weeks the YC’s stayed in close contact with DOF and led the project from beginning to end.

5 Questions For Duff Stewart of GSD&M

4A's Member

The 4A’s is committed to sharing the thoughts of some of the most important leaders in the ad industry. In this edition of our 5 Questions For… series, we chat with Duff Stewart, CEO GSD&M. 

Outlook for Agency Holding Companies

Brian Wieser of Pivotal Research Group provides perspective on the outlook for agency holding companies. His analysis cites risks for agency holding companies including slowing business growth among clients, squeezing fees and competition from consultants.

R/GA on Disrupting Your Own Agency Business Model

Bob Greenberg and a panel of R/GA senior executives provide the key components of the disrupter’s playbook. In this 45 minute video presentation they describe how they constantly reinvent their agency model. This is an inside view of their agency’s six piece model which includes: ventures, consulting, agency, intellectual property, connected spaces and studios.

The SoDA Report 2017

Research Services

SoDA and Forrester feature research on digital spending trends, adoption of emerging technologies, perspectives on the future of digital, and evolving priorities for both agency leaders and brand marketers.

Ad Spend Forecasts – June 2017

Research Services

Dentsu Aegis estimates that global ad expenditures will grow to approximately $563.4 billion in 2017.

BenchPress Agency Survey 2017

Research Services

In this article, Synergist gives highlights from The Wow Company’s annual survey of agencies in the UK covering their operational and spending intentions. Subjects include agency hourly rates, growth strategies, and software usage. Follow the link in the article to the Wow site where you can sign up for the full report at no cost.

4A’s Transformation | Monday April 3, 2017 — What is the Agency of the Future?

Conferences

From small independents, to integrated mid-sized agencies to mega global media players, everyone wants to have the most efficient, successful and innovative agency model for the future. Agencies of different shapes and sizes debate who’s got the winning formula.

The State of Agency Business Development

Advertiser Perceptions partnered with the 4A’s to query marketers on the current state of the advertising agency business. 77% of respondents believe the role of lead agency is important. Some highlights from the survey include: Agency search methods Agency selection criteria and decision makers Client relationship preferences Marketer procurement practices Emerging agency trends

Advertisers seek closer relationships with fewer suppliers, finds new ISBA/OLIVER study

Research Services

A survey from the ISBA in the UK revealed that advertisers are increasingly shifting from external agencies to in-house and on-site agencies.

These 4 Atlanta Agencies United to Promote Diversity and Inclusion in Their Hometown

Third Party Content

Advertising for Change coalition wants to help the city stand out.

This Ad Agency Bucked Industry Trends and Acquired a Consultancy

Third Party Content

Kansas City’s Barkley bought nearby XperienceLab

5 Questions for: John Sampogna of Wondersauce

4A's Member

John Sampogna, Co-CEO and founding partner of Wondersauce shares his thoughts on the challenges and opportunities facing agencies.

5 Questions for: Rick Eiserman of Engine Group

4A's Member

We’re asking member-agency leaders to answer the same five questions about the state of the ad industry in our 5 Questions for … series. Here Rick Eiserman, North American CEO of global marketing services network Engine Group shares his views.