‘Turkeys don’t vote for Christmas’: Martin Sorrell on the fate of agencies in an AI age | Advertising | Campaign Asia
updated 4mo ago
‘Turkeys don’t vote for Christmas’: Martin Sorrell on the fate of agencies in an AI age | Advertising | Campaign Asia
- Show me someone who thinks Advertising will die because of AI and I'll show you someone who doesn't understand how Advertising and Brands work
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Tom Goodwin, linkedin.
- “The question of how to be compensated is a live one,” said a senior exec at a consulting firm, who exchanged anonymity for candor. “Clients are saying to agency execs ‘well if it’s going to take you 20% less time to manage our media thanks to AI, does that mean we’re going to see a 20% reduction in fees?”
Naz Aiman added
“But agency bosses can breathe a sigh of relief, at least for now. Most advertisers are still grappling with understanding the value of their data, let alone articulating it to others.
Whatever happens, it’s going to be a slow burn, not a sudden blaze.“
- The illusion persists because there’s so much money in it. Back in 2016, Ben Thompson wrote that Google’s AI efforts were at odds with its business model: “If a user doesn’t have to choose from search results, said user also doesn’t have the opportunity to click an ad, thus choosing the winner of the competition Google created between its advertise... See more
from It's Time to Lie Down and Be Counted by Drew Austin
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