©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The big struggle for advertising agencies of all stripes, according to Publicis Modem Jean-Philippe Maheu, is how to remain relevant as the world around them gallops ahead.
In the second interview of Digiday’s series looking at the modern agency, the former Razorfish CEO, who is now leading a hybrid traditional-digital shop, speaks to a trio of major challenges facing agencies in the quest for relevance. One is attracting and retaining talent in a world where creative people, particularly those steeped in digital technology, are in demand in other industries. Another is moving toward a better pricing model that rewards agencies for their ideas. The final piece, according to Maheu, is how to innovate within a business model that makes that difficult.