Bruno Gralpois of Agency Mania Solutions met with marketers with a combined revenue of nearly $1 trillion to explore what’s next for client-agency partnerships. He found three industry shifts are underway that redefine how collaboration thrives, creativity emerges, and commercial value is delivered in agency management.
The three shifts are:
- AI’s disruptive force is redefining talent, reengineering work & deliverables, and driving co-innovation
- Performance-linked compensation is aligning incentives to outcomes, embedding mutual goals, and elevating data and KPI disciplines
- Holistic partnership intelligence is evolving from agency management to ecosystem orchestration, decoding causality for shared accountability, and building frictionless collaboration.
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