Are creative agencies totally f***ed? Reflections from Web Summit 2024 [Video]

The Drum’s editor-in-chief reports from Lisbon, where he was hosting a panel discussion on 2025 Vision: The Evolution of Creative Agencies.

Now, I’m not one to mince words, so let’s get straight to it: are creative agencies totally and utterly f***ed? That’s what I asked myself – and the stellar lineup of panelists – as we kicked off 2025 Vision: The Evolution of Creative Agencies at Web Summit 2024. We’re in the middle of an AI gold rush, yet the real conversation isn’t about shiny new tools but about a very inconvenient truth: the traditional agency model might just be outdated.

David Abraham from Wonderhood Studios was quick to remind us of what’s at stake. “AI gives us new tools, sure, but the art of storytelling is still in human hands.” It was a poetic sentiment, but it highlighted the paradox at play: creativity is 95% of what makes an …

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