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The Drum Advertising Week James Harris

Future of Ad Agencies podcast: Dave Birss catches up with AOL, Microsoft, Adjust Your Set and more


By Rebecca Stewart | Trends Editor

April 29, 2015 | 2 min read

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.

future of advertising

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.

The Drum Advertising Week James Harris

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St Luke's

St Luke's is an independent creative agency, and the fastest growing in the Top 25. The ability to define powerful new agendas for brands is what sets us apart.

We've always believed in the importance of the big brand idea to drive commercial success. In a world of complex media decisions and fast moving conversations, the need for a clear brand agenda has never been stronger.

People do their best work when they are properly looked after. That's why everyone here has a share in the profits and a training budget to learn the skills they want.

Any good agency will give you a campaign idea. We will help you set a new agenda.

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Karmarama is the UK’s most progressive creative agency, now part of Accenture Interactive.Its services include advertising, direct and digital marketing, digital design and build, data and analytics, PR, social and innovation. The agency is known for its ability to blend creativity, digital and data, to help brands better engage with consumers. Or as Karmarama calls it, Connected Creativity.

Find out more

Adjust Your Set

A full-service digital content agency designed for next generation marketing We have been pioneers & distributors of video in a multi-screen world since 2008. We fuse content strategy, creativity & technology to enable brands to become always-on publishers in a customer-centric digital world.

Video is our focal point - it is the greatest, most emotive, most visible, most responsive & powerful content format available to brands on any digital or mobile channel and as if that wasn't enough video is also the fastest growing advertising medium ever

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