"Agencies will continue to evolve towards offering strategy and consultancy. As delivery becomes increasingly automated and commoditized, they'll push to sell thinking, not just doing. Senior stakeholders will need to be billable again, driving a rise in personal branding as leaders become the visible brains behind businesses."
"Risk is rising. War looms. Corporate fatigue is the new epidemic. Motivation is moving from purpose back to money. The world is making marketers more motivated to play 'safe'. Having to prove every penny (for impact and business return) is being positioned as the way to unlock potential. But data won't save the day. The future of agencies is to own the new dawn of creativity and storytelling."
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