Agencies Are Remaking Themselves to Satisfy Client Demands

Up-and-coming shops explore new business models

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In today’s fickle market, legacy creative agencies are akin to dinosaurs: lumbering giants fighting over clients’ shrinking budgets while slowly making that all-important pivot to digital.

With anxious CMOs laser-focused on doing more for less, up-and-coming shops are exploring models outside the hourly billings that have governed this industry since the days of smoky, three-martini lunches.

“Ultimately the best, most effective work requires collaboration and trust. But many agency processes work directly against that,” said Chris Denny, founder and president of The Engine Is Red in Sonoma, Calif.



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This story first appeared in the Nov. 13, 2017, issue of Adweek magazine. Click here to subscribe.