What does the future have in store for advertising agencies? In our latest podcast The Drum's head of TV Dave Birss is joined by a panel of industry experts to find out.
From greater integration to a move away from the award-chasing Mad Men culture that pollutes the industry, the following panelists had plenty to say when they joined Dave on The Drum's bus at Ad Week Europe:
- James Harris, head of agencies international, AOL
- Owen Sagness, general manager, advertising and online UK, Microsoft
- David Buonaguidi, founder, St Luke's and Karmarama
- And Chris Gorell Barnes, founder and chief executive, Adjust Your Set
The guests acknowledged that agencies must evolve if they want to survive in today's climate, but recognised that change will be difficult.
Gorell Barnes suggested a "customer approach" could be the solution to this, coupled with a greater focus on diversity.
Buonaguidi agreed that "a little bit of integrity would go quite a long way in [the] business," and added that it's time for agencies to ditch "prehistoric models" going forward.
Digital was also an issue, with Harris claiming that that "TV isn't dead" but that the old model still has a place in the industry. Sagness refuted this because of the lack of data in the space, and asserted that "everything will eventually be digital".
You can stream the episode by clicking the play button above or download the MP3 to listen on the move by clicking the down arrow in the top right corner.