Milind Pathak, Chief Marketing Officer, Proximus Global, writes on how AI systems are gaining agency while traditional agencies (marketing services firms) face...
Industry Trend
Advertising Industry Trends
This cluster explores the evolving landscape of the advertising industry, focusing on strategic shifts, the impact of technology, and the changing dynamics between agencies and brands. Key insights highlight the adaptation to AI, the rise of in-house teams, and the ongoing debate over remuneration models.
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21 articles in this topic
Shift to Output-Based Pricing
The Collision: A Strategic Blueprint for The Curious Executive
Key Insights
5 Insights
Shift to Output-Based Pricing
Agencies are increasingly moving towards output-based pricing models, reflecting a significant shift in how advertising services are billed.
Rise of In-House Teams
Brands are progressively shifting from traditional creative agencies to in-house teams, altering the agency-client relationship.
Impact of AI on Advertising
The advertising industry is facing disruption due to AI, prompting agencies to adapt while maintaining their entrepreneurial spirit.
Debate Over Remuneration Models
The industry is engaged in discussions about remuneration models, particularly in light of WPP's new pay model and its implications.
Content Production Focus
Major advertising firms are doubling down on content production, indicating a strategic pivot in response to market demands.
Frequently Asked Questions
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There is a growing debate over remuneration models, with a shift towards output-based pricing being observed.
Many brands are moving towards in-house teams, reducing reliance on traditional creative agencies.
AI is disrupting the advertising landscape, prompting agencies to adapt their strategies and operations.
Content production is becoming a focal point for major advertising firms as they respond to evolving market demands.
Influential figures include Atul Hegde, Tony Harradine, and Sandeep Goyal, among others.
Latest Articles in This Topic
21 Articles
The Collision: A Strategic Blueprint for The Curious Executive
Atul Hegde: Master of India’s digital advertising playbook
From early bets on digital to shaping influencer and content ecosystems, YAAP Founder Atul Hegde's journey reflects the industry’s transformation
Scale only matters if it is intelligently applied: Tony Harradine, Omnicom Media
Tony Harradine, CEO of Omnicom Media Asia Pacific, discusses integration, client trust, AI, talent economics, and India’s role with Dr. Annurag Batra of BW Busi...
Scale is not about chest beating to proclaim you are the biggest buyer: Tony Harradine
Tony Harradine, CEO of Omnicom Media, APAC, talks to Neeta Nair about leadership picks after merger with IPG, plans to manage client conflicts, retain all six m...
Why do people appear to enjoy WPP’s stumble?
Guest Column: Veteran adman Prabhakar Mundkur explores why some people seem to take pleasure in seeing a giant stumble, even when that giant helped build their...
40 years, no regrets: Sandeep Goyal on advertising's lost soul & algorithmic future
As Sandeep Goyal, MD of Rediffusion, marks four decades in the business today, he speaks to e4m candidly about the gut, the grind, and where he feels Indian adv...
The Great Remuneration Reset: Is advertising about to change the rules for everyone?
Guest Column: Veteran adman Prabhakar Mundkur explains how performance-based remuneration aligns incentives, but it also redistributes risk
The end of the world as we know it?
Guest Column: Chintamani Rao, Strategic Marketing and Media Consultant, writes on his ‘mixed feelings’ about the recent developments in the ad industry
WPP’s outcome based bet and the structural questions the industry must answer
Guest Column: Advertising veteran Yesudas S Pillai writes on WPP’s outcome-based remuneration model and the structural realities agencies and clients must confr...
From billable hours to business outcomes: WPP’s new pay model sparks debate in India
Experts divided on outcome-linked remuneration; some see scalability in data-led mandates and suggest hybrid models, others warn that limited talent depth & dat...
Why are ad majors doubling down on content production?
From Publicis and Omnicom to WPP, global ad majors move to capture greater control of the content value chain amid a rapidly evolving marketing landscape
PMAR 2026: Industry leaders on whether agencies serve clients or publishers
At the launch of the PMAR 2026, a panel of senior marketers delivered a blunt verdict on the agency ecosystem: ownership, transparency and business partnership...
Agencies must adapt to AI disruption without losing entrepreneurial energy: Ajit Varghese
At the launch of the Pitch Madison Advertising Report 2026, Ajit Varghese, Partner and Group CEO, Madison World, laid out a path to align agencies with growth,...
As media complexity rises, agencies must learn to ‘conduct the orchestra’: Navin Khemka
Khemka, WPP Media’s President–Client Solutions says India’s agency ecosystem is undergoing a structural reset as data, tech & evolving client mandates redefine...
Are brands moving away from creative agencies to in-house teams?
With large brands investing heavily in internal creative and content capabilities, the industry must confront a critical shift: is the agency model losing relev...
India’s advertising momentum remains strong despite category disruptions: Priti Murthy
As long as TV continues to position itself as complementary within the broader ecosystem, it will retain relevance, Murthy noted
From Mad Men to Machine Minds
Sir Martin Sorrell, Founder & Executive Chairman, S4 Capital, speaks to Dr. Annurag Batra on winning the ad world, AI-era strategies & which holding companies a...
The Creative Question with Himanshu Saxena: Can 3 agencies really work as one?
As MD of BBH India and President (North & East) for Saatchi & Saatchi and Propagate, Himanshu Saxena is betting on integration over independence, and rewriting...
Agencies have to shift to output-based pricing: Sir Martin Sorrell
Sir Martin Sorrell, Executive Chairman of S4 Capital, engaged in a fireside chat with Dr Annurag Batra, Chairman & Editor-in-Chief of BW Businessworld and e4m a...
The great agency convergence: What WPP’s move really signals
Guest Column: Veteran adman Prabhakar Mundkur says WPP’s move to bring Ogilvy, VML and AKQA under a unified creative structure is a strategic response to forces...
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AI-assisted summary, reviewed by our newsroom
This cluster explores the evolving landscape of the advertising industry, focusing on strategic shifts, the impact of technology, and the changing dynamics between agencies and brands. Key insights highlight the adaptation to AI, the rise of in-house teams, and the ongoing debate over remuneration models.