The relationship between agencies and clients is changing. Job roles are disappearing, clients are bringing previously external roles in-house, and of course, consumer demand and technological developments continue to disrupt how work is done.

The Guardian recently hosted an evening panel debate bringing together cross-industry perspectives to examine the shape of agencies of the future.

Suki Thompson, our CEO, was invited to chair and moderate the panel which included Zillah Byng-Maddick, CEO, Future PLC, Barnaby Dawe, global CMO, Just Eat, Raymond Kieser, global practice director of marketing communications, Deltek and Cilla Snowball CBE, group chairman and group CEO, AMV BBDO.

The Guardian has just published a terrific synopsis of the debate, pulling out trends and insights on how brands are shifting to lower-cost, quick turnaround digital campaigns and technology is muscling in on job roles and budgets.  For traditional agencies, the panel agreed, it’s time to adapt or collapse Suki commented that we know that the change is so acute and change and transformation has gone at such a rate that whatever we kno w today will change tomorrow. She added: “The fundamentals of marketing are the same as they have been forever – the big idea, the creativity and the people are just as important.”

To read the full Guardian article, please click here