Agency

Over the past 10 years, the agency world has been evolving at a rapid pace. The challenging of old models is accelerating and the current context is not sparing anyone. The hyper-agency model, which centralises and dispatches work internally, is not faring well with dematerialisation and the rapid evolution of the profession. Companies' expectations go beyond deliverables; clients are looking for a co-creation of their brand. Creativity is now accompanied by a strong consulting dimension (see our article on branding) and the agency must rethink its role and its size to meet these new needs. Here’s an overview of a changing landscape.