Agencies can help marketers overcome their limitations—and win more business—by maintaining a consistent conversation about efficiency and effectiveness. At Omnicom Group, for instance, senior client executives hold monthly meetings to update and train account leaders on new tools and capabilities, said Sarah Todd, head of global clients at adam&eveDDB. Those account leaders, in turn, are responsible for updating their client counterparts on such developments, potentially opening up the door for more work, she added.

“Clients are very open to those conversations,” said Todd.
In-house agencies have come under pressure, in part, because they’re struggling with how to implement emerging technologies. One of adam&eveDDB’s recent focuses has been keeping clients informed about Omni—Omnicom’s open operating system—and AI capabilities, including new approaches to automating production, said Todd.

“I don’t think we have a single client team that’s not talking to their clients around how they should be evolving things to be more efficient, and how they can leverage technology and tools,” she added.

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