Agency 2020: Change makers discuss where creativity sits in the age of tech, data and ROI

June 04 2016

What will an agency look like in the year 2020? Or what will an agency ‘need’ to look like in the year 2020 in order to deliver what clients ‘need’ from them and consumers ‘want’ from them?

Both these questions recently formed the topic for a roundtable discussion hosted by The Drum and progressive talent search company The Blueprint, the findings of which will form a series of articles entitled Agency 2020. The Blueprint brought together the change makers from several of London’s leading agencies to offer their thoughts on the above subject matter and more.

The story proclaiming the need for agency change has now reached the top of the agency management agenda for most, if not all, in the industry. Whether the story is a nightmare or fairy tale depends on the attitudes of those at the top of agency businesses. A deeply entwined combination of internal and external factors has meant that the past five - and most critically - the next five years are era defining in the evolution of all creative agencies.

Whether it has been battling some of the toughest economic trading conditions in history, adapting to meet the needs of increasing globalisation or the shift in media consumption; every brand, business and agency owner has had to change, reinvent and reimagine their own future.

Offering their views at the Chatham House Rules roundtable session hosted at The Riding House Café in London were (clockwise from top left): Fern Miller, global chief marketing officer at DigitasLBi, Gareth Moss, managing partner at The Blueprint, George Porteous, managing director at Accenture Interactive, Jasel Mehta, former international general manager at AKQA, Matt Groves, former managing director at Edelman Digital, Simon Wassef, executive strategy director at R/GA, Paul Doran, strategic partner at The Blueprint, Neil Miller, CEO at POSSIBLE, Nadya Powell, managing director at Sunshine, Jonny Spindler, chief innovation officer at AMV BBDO, Laura Jordan-Bambach, creative partner at Mr President, Mark Lainas, chief innovation officer at Ogilvy & Mather.

The first in this series of Agency 2020 articles focused on where ‘creativity’ now sits within an agency business, particularly as tech, tech departments, tech directors and data have risen to the fore in recent years. 

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