I've been working on a major new piece of Econsultancy research over the past couple of months, the output of which is a report that I've written on The Future of Agencies. As well as a quant survey, I interviewed a broad range of senior agency-side practitioners around the world to gain a perspective on how agency models were shifting, and their view on the where things are going.
The results were pretty compelling. When I last did a similar piece of research back in 2012, many agency people I interviewed then were talking about change but there was little evidence that the fundamentals were actually evolving. This time felt very different. There was evidence of major shifts underway in the competitive landscape, operating models, development of capability, client engagements and working processes. It was truly fascinating. I'll be picking out a few of the themes to talk about further here but you can access the full report via Econsultancy if you're a member there or if not via the Adobe Partners (who sponsored the research) site. I'll also be doing the second and third (the first was a few weeks back) in a series of webinars on the findings, the next one of which is on Thurs 24th. You can register for that here. Feedback on the findings, as always, is welcome.
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