Volume 73 | October-November 2023

Executive Summary

If you are looking for a sign, this might be it.

Artificial intelligence is not only changing how we do marketing; it’s changing the agency landscape and the offerings brands rely on. AI is disrupting the agency model in significant ways, and not just because of task automation or productivity gains. Agencies are transforming their business and P&L from “services” to “solutions.” The technology-as-a-service (TaaS) or agency-as-a-platform (AaaP) model is far more lucrative and secure than the labor-based business the agency world has relied on for growth during the last few decades. Watch for new capabilities in targeting; insight analysis; creativity and personalization; performance optimization; and complex decisionmaking. There also will be new offerings to generate and scale content faster, what some refer to as “language models,” and AI-based targeting and modeling solutions that brands will need to compete and augment their internal data capabilities.

The world is changing as you read this. Unlike the distant promise of W3 and the metaverse, AI is already here. It is the topic of every webinar, every research paper and most of the articles we will read, because it is that prevalent and significant to our industry. Technology players are investing billions of dollars in a race for AI supremacy because they realize that being left behind means being defeated in the near future.

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Newsworthy Reports and Recent Developments

At AMS, we approach the agency management discipline as four distinct but complementary practice areas – Talent, Work and Performance, Financials, and Agency Reviews and Roster Changes – which is how we categorize the following developments.

Table of Contents

Talent……………. page 2
Work and Performance………………… page 8
Financials…………………………. page 10
Agency Reviews and Roster Changes……………… page 14

Disclaimer: The AMS Monthly Industry Update is a summary and analysis of newsworthy agency/client developments picked up in recent trade-related publications and news media.

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