AI may be accelerating change in advertising, but the bigger story is what happens to the industry itself.

Strategic advisor Ivan Fernandes joins Bryce and Ali to debate the future of agencies. Ivan works with agency groups, marketing services businesses, technology companies, founders and investors, and writes extensively on the changing economics of advertising, agency operating models, AI, consolidation and private equity.

We explore the growing power of platforms and clients, holding-company consolidation, the rise of independents, and whether brands should own their own marketing technology and data.

So what does the agency of the future actually look like — and who will be running it?

Key Takeaways

• AI isn’t the root problem. It is accelerating structural changes that have been building for more than a decade.
• Brands could take control. Ivan argues clients should own their technology, data and governance, with agencies plugging into their ecosystem.
• Agencies need more than execution. Strategy, consumer insight and business understanding become more valuable as execution gets automated.
• The “orchestrator” could become critical. Someone needs to connect creative, media, technology, data, platforms and business strategy.
• Independents have an opportunity. Specialist agencies can increasingly compete with holding companies — if they have a genuinely differentiated proposition.
• Young talent needs a broader toolkit. Understanding business, technology and economics may matter as much as traditional advertising skills.

About Ivan:https://ivanfernandes.me/
Ivan on LinkedIn:  https://www.linkedin.com/in/ivanfernandes1/

For everything ShanghaiZhan:http://zhanstation.com/

Bryce on Linkedin:https://www.linkedin.com/in/brycewhitwam/
Ali on Linkedin:https://www.linkedin.com/in/alikazmi/