Data, collaboration and more channels than ever – how top agency bosses adapted to survive

The ad game has changed beyond all recognition in the last ten years. Agencies, for instance, used to be so simple: the creative team would take care of the imaginative stuff while the suits ensured the campaign came together. But in 2018, increasing channels, integration and expectation of consumers mean everyone – from the planners to the account team and even the strategists – needs to employ a bit of initiative to get a project across the line.

From left: WorkBook’s Carl Witton; The Hallway’s Jules Hall; Spark 44’s Jasmin Bedir; WPP AUNZ’s Kieran Moore and Mumbrella’s Adam Thorn

Jules Hall, founder of creative agency The Hallway, pinpoints customer information as the most significant change the industry has faced. “Creatives have to understand data, and to see the opportunity it can bring to the work they’re generating,” he said. “Strategists must think about customer information as much as they do about the big brand idea; while everyone needs to consider customer experience, and think about it creatively.”