Nick Brien Takes Stage at the 4A's First-Ever Decisions 20/20 Conference

Agencies are in serious danger of being left behind unless they address several hard truths the Americas CEO of Dentsu Aegis Network has warnedNick Brien said the agency sector39s quotprofessional standards are not being championed at the highest level and are not being driven based on the value we createquot during an impassioned call to arms at the 4A39s Decisions 2020 conference in Washington DC on MondayHe described some of the main issues stifling industry growth as the agency network39s quotinefficient value propositionquot as well as its habit of being quottoo passivequot and not being quotcreatively obsessedquotBrien stressed quotWe are slow to change we39re too incremental and we have legacy structures and with that comes legacy mentalities and legacy behaviors and legacy relationships and legacy PNLsquotWe39re fragmented We cannot be fragmented We can be competitive but we have to create greater alignmentquotThe marketers need for greater efficiency and purpose coupled with a fundamental shift in the balance of power from brands to consumers is putting immense pressure on the need for change and unionization in the agency sectorQuoting a 2018 Edelman survey the CEO said that 71 percent or consumers expect brands to inspire them Meanwhile 65 percent expect brands to support life and ambitions and 78 percent want them to bring about some element of social change Brands can no longer call the shotsamp160In his call to unify agencies Brien echoed a quote from Microsoft CEOamp160Satya Nadellaamp160quotOur industry does not respect tradition what it respects is innovationquotHe continued quotWe can39t be standing still and doing things better I believe we all have to step up in the agency sector Are we thinking enough about innovation around the way brands are built shared bought and sold or experiencedBrien39s views were mirrored byamp160Tim Castree North America CEO at GroupMHe said quotI don39t think we39ve given enough support to what we do collectively as an industry and I don39t think we39ve given enough support to Marla and the 4A39s and I think it39s time for us to take our game to the next level in the collective sensequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Nick Brien Takes Stage at the 4A's First-Ever Decisions 20/20 Conference

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Nick Brien Takes Stage at the 4A's First-Ever Decisions 20/20 Conference

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