Redefining the agency model: the future of advertising holding agencies in an AI-driven world

The advertising industry is changing at a breakneck pace. While its overall global growth far outpaces global GDP growth, many traditional advertising incumbents are struggling to keep pace. This underperformance signals a deeper crisis within the agency model, exacerbated by technological advancements, particularly in AI. While agencies are aware of the threat, their reaction has been notably sluggish.