Marketing agency fees in the AI era should change dramatically. AI and automation are eliminating large amounts of execution work while increasing the value of strategy, judgment, governance, and outcomes.

This transformation applies across Media, Creative, Performance, Brand, Measurement, CRM/Lifecycle, Advocacy, Auditing, AI, and combinations of them all.

All types: Media. Creative. Performance. Brand. Measurement. CRM/”Lifecycle.” Advocacy. Auditing. AI. Combo of all.

Three strategic drivers behind the ‘we’re not in Kansas anymore’ realization:

AI achieved broader, more general intelligence.

Ad platforms happen to own foundational AI models. Translation: Intelligence became available, automated, and actually useful FAST.

Interconnectedness of systems. Data moves in real-time across your stack, platforms, partners, everyone. That doesn’t make AI smarter in general.…