Agency models head-to-head

Michael Frohlich, Chief Executive and Executive Partner, Ogilvy ​vs Dan Cullen-Shute, Founder and CEO, Creature​

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Agency models is one of the most contentious debates in the industry at the moment. Brands and agencies grapple with how best to work together, with relationships changing as fast as the agency landscape itself. With so many different routes to market, changes in consumer habits and the reach and scale of technology, what's the right answer for how agencies should structure themselves, and how clients and agencies should engage with each other?

Going head-to-head on this topic, we've got a classic David and Goliath battle on our hands, with an industry heavyweight up against an independent upstart.

Do you know which side you're on, and are you prepared to have your mind changed?


Michael Frohlich, Chief Executive and Executive Partner, Ogilvy 

Michael Frohlich took up the position of CEO at Ogilvy UK in February 2018. Under his leadership, he continues to drive the agency forward towards a more integrated model to maintain a leading position in an ever-changing marketing landscape. His successes in both steering Ogilvy’s PR capability to immense growth at a UK and EMEA level, as well as his tireless work to bring together a fully integrated, bespoke WPP solution for British Airways and International Airlines Group, demonstrate his well-rounded ability to bring Ogilvy into a new era.

 Since joining Ogilvy in 2012, Michael led the successful transformation of Ogilvy PR in the UK and then across EMEA. Under his stewardship, the network won awards including: EMEA Sabre Campaign of the Year, Cannes Lions, Holmes UK Agency of the Year and EMEA Consultancy of the Year, PRCAs Large Consultancy of the Year two years in a row. Michael was named PRCAs Consultancy Head of the Year. Beyond collecting prestigious accolades, he is a regular judge across major industry awards. On top of his Ogilvy EMEA responsibilities, Michael was integral to winning the British Airways business in 2017, designing and leading the bespoke WPP integrated team solution for the client. Michael's WPP role saw him again broaden his remit across the integrated marketing landscape and lead a cross-agency team of advertising, media, production, social and other creative services.

 Prior to his time at Ogilvy, he was appointed as Managing Director of Shine Communications and helped build a highly successful consumer hot shop. In 2003, he founded Resonate, a UK top 10, award-winning consumer consultancy which became the Consumer Division of Bell Pottinger in 2007.

Michael is also a member of the International Communications Consultancy Organisation (ICCO) Board of Management and Chairman of the IPA 44 Club.


Dan Cullen-Shute, Founder and CEO, Creature

Following lengthy stints at Ogilvy & Mather, DLKW, and glue Isobar where he ran business for a range of clients including Halifax, BT, the RAF, General Motors, and Nokia, Dan set up Creature in 2011. Built on a foundation of intelligent misbehaviour, Creature has made creatively ferocious work for a range of clients, including Carling, Facebook, Good Energy, BRIT Insurance, and Berry Brothers & Rudd. When he's not Chief-Exec'ing there, Dan also runs White Crow, a brand-lead strategic consultancy, sits on the IPA Council and Membership Committee, sits on an advisory board for CALM, oversees Le Cure, a small cancer charity, hangs out with a three year old (his), and spends far too much time worrying about Welsh rugby and English cricket.


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