Our industry continues to bias itself towards clients and away from agencies. Agencies argue over whether they should focus on story-telling or data-wrangling, while management consultancies pitch for both. Chief Marketing Officers are killed off at the world’s biggest advertisers, replaced by salesmen dubbed 'Chief Growth Officers', and we start to see the beginning of the end of the holding companies as we know them. These industry trends are obviously connected, but their implications can be harder to evaluate.
Join Arif Haq as he builds on his well-received Ciclope debut last year to offer an inside look at the boardroom discussions of the world’s biggest advertisers, and their impact on the business of production. He has charted the changes in the industry over 15years as an agency suit, a director's treatment writer, and a decade spent as a client at PepsiCo. Today, as a consultant to the world's biggest brands, his work has been described by Campaign as, ‘A refreshingly serious approach to the business of creativity’ and used as a case study in a range of books including James Hurman’s seminal, “The Case for Creativity”. He’ll bring his unique nose to tail view of the advertising workflow to help you navigate the big changes to come.