Talent evaporating. Procurement squeezing. Consultancies invading. The agency business sometimes tends to gripe about the same looming concerns for years. I covered these very topics in these pages.
The good news? I believe this mentality is changing. We're seeing more agencies act. And where they're not, other entities are cropping up to hold the industry accountable. Even better, opportunities for positive changes abound, from smarter operational structures to the fixing of gender and racial disparity issues.
But. (There's always one "but.") Capturing opportunities requires moving fast. So think of this not as prescriptions for "the future," but rather half-a-dozen steps that can be taken now. Wait, agencies are notoriously their own worst clients. Fine, let's give it 12 months. Here, the agency of 2019: