Simplification, clarity and focus will be key ingredients for agency success in 2025 [Video]

As 2024 draws to a close, this installment of Agency Advice sees agency leaders share their key takeaways from the year.

2024 hasn’t exactly been an annus horribilis, but it’s not necessarily been an annus mirabilis, either. With marketing budgets continuing to be tight, ongoing debates around hybrid working practices, streamlining as AI begins to impact agency models and client expectations continually shifting (and not in a good way), the last 12 months have been challenging. But in challenges come opportunities.

Here, agency leaders muse on learnings around simplification, clarity and focus.

Ben Shaw, CSO, MullenLowe: “We espouse simplicity to clients yet never follow it through ourselves. We put collaboration on a post-it note and lose it down the back of an org chart. For a comms industry, we’re so embarrassingly poor at selling ourselves. Too many words. Too many models. Too much chat. Not enough magic. We need to make things more simple. We spent 2024 doing that. Our best work …

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