The 80% agency: how to stay one step ahead of disruption

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

With the 30-second TV spot in long-term decline, agencies must reinvent what they offer to advertisers or risk being consigned to the scrapheap.

Many of the skills that agencies used to sell as unique have become commoditised, and consumers don't respond to commercial messages the way they once did. So, progressive agencies are reading the runes and disrupting themselves to come up with new s