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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2018 Advertiser/Agency Predictions |

What should advertisers and their agencies expect from each other in 2018? Bruno Gralpois of Agency Mania Solutions explores major trends.      

Agency Metrics that Matter |

Research Services

SoDA conducted a survey to explore business performance measurement within agencies, production companies and design studios. Topics such as employee turnover rates, budget tracking, promoting and maintaining healthy levels of team and client satisfaction, benchmarking data, and much more are explored. View the summary findings and benchmarking data.

How to Keep Clients in an Industry Known for Turnover |

Research Services

Mark Bachmann, Partner and CCO, Marcus Thomas, discusses the swing towards project work and the landscape where clients are less loyal to agencies, outlining tips to create a happy client-agency relationship. 

Blurred Lines: The Shift in Media Buying

Third Party Content

The Trade Desk’s VP of Client Services, Kathleen Comer, offers insight on the one major opportunity many media buyers are still missing in their embrace of emerging technologies: the increased effectiveness of a truly holistic media buying approach. By adopting a screen and channel-agnostic approach, buyers can better coordinate messaging and combine cross-channel insights to drive more refined targeting, greater efficiency, and better results. As connected TVs continue to proliferate, media buyers are gaining greater insight into their target audience, along with the unprecedented ability to use data-driven marketing on the big screen. All that’s left for buyers to do is to capitalize on these changes.

Agency of the Future: Next-Generation Operating Models for Marketing Agencies |

Research Services

PwC’s Strategy& reports on the need for agency holding companies to rethink their organizational structures and finding the right operating model that works best for them.

R/GA on Disrupting Your Own Agency Business Model |

Research Services

Bob Greenberg and a panel of R/GA senior executives provide the key components of the disrupter’s playbook in this video from Cannes.

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. 

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.

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.

5 Questions for: Peter Mitchell, President of SFW

4A's Member

What does the future hold for SFW and the ad industry? Just ask Peter Mitchell.