Gareth Davies highlights that 90% of agency heads acknowledge their current models are not futureproof, indicating a crucial need for change in agency-client relationships.
The World Federation of Advertisers found that only 11% of multinational companies believe their agency model is suitable for future needs, revealing significant discrepancies in perceptions between agencies and clients.
Recent studies show that 98% of senior marketers are planning new pitches, indicating a strong demand for agencies to adapt swiftly, reflecting changing expectations in brand-agency relationships.
The reluctance of agencies to innovate their commercial structures has led to a cycle of stagnation, making it imperative for agencies to rethink their approach to sustain future relevance.
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