Some would say the agency world is dying, others would argue it’s just hitting a new stride. But all can agree that agency is changing, and that’s largely thanks to evolving technology, programmatic and a continual reliance on data. Those changes force the hand of most modern day agencies to decide whether to head out on the more corporate path, or to remain boutique and independent. For some, in an era of agency consolidation and company conglomerates, resolving to remain independent is a rarity. For others, agency consolidation is in keeping with current times.
But surely there are benefits to both — some would argue remaining independent makes for lasting client relationships, employee benefits, and an ability to business as you please — but what about the perks to agency consolidation? More importantly, regardless of direction, how does an agency ensure it falls in line with the trajectory of the industry as a whole, such as reflecting the rising importance of diversity, gender equality and multicultural integration not just in their work, but in their company makeup as well?
The Agency Track at Advertising Week 2016, presented by Target Media Group, will explore the evolution of the modern agency world and how it differs from what came before — as well as a glimpse into what agencies could look like some years down the road. Attendees will hear words from agency heads, big-time marketing directors and creative minds to address an assortment of topics spinning on the crest of what agency truly looks like as it exists in the modern world.
Author and entrepreneur Seth Godin will speak alongside PPAI’s Paul Bellantone during a featured seminar to share their insights on how an agency can get in touch with “the work that really matters,” and the importance of standing up, and standing out, in the agency world.
In a session with independent ad-agency leaders, including Paul Venables, Colleen DeCourcy, Douglas Quenqua and Lisa Clunie, attendees will also hear how these stand-out agencies decided to go against the grain and remain independent, forging their own path as fearless independents, and how they’ve benefitted from it in the long-haul.
In total, the Agency Track will explore how agencies continue to face challenges and changes thrust their way, and how remaining agile and ahead of the curve allows them to thrive, and come out ahead.
