Theme of the Summit:
Agencies, what is the model for the future?
The current agency model may not fully satisfy client needs, to say the least. Agencies
have the great challenge on their plate to build a new agency model that altogether answers
the needs of the advertiser, the emergence of new media and the changing habits of the
Recent research done in the UK shows that only 4% of clients think that the multinational
agencies deliver better all round performance than local agencies? This a tremendous
challenge for the global agencies. Their image lags behind their performance. They do
good ads. They win Awards and Effies. They also have huge resources. But how do they
merchandise all this? Do the clients feel and appreciate these potential benefits?
The program consists of meetings with agency CEOs (Holding, Network, Independent, Media),
panels of Advertisers who share their views about how their needs are/should be answered
and reports from consultants of local surveys about agency performance.