Already adept at communicating their clients' sustainability measures, some agencies are starting to adapt a more internal focus as well.
Culture is everywhere and can be harnessed but not necessarily controlled, writes Ryan Ford of Cashmere, which recently merged with Media.Monks.
Forrester predicts agencies will embrace changes forced by the pandemic and try to innovate on fronts like staffing, digital media and the metaverse.
Hot topics are likely to include new ways to collaborate, emerging business models and societal issues as many attend their first conference in a long time.
The pandemic may be the stated reason for Nielsen's disaccreditation, but industry concerns over audience measurement were bubbling to the surface long before.