Agency Owner, You Have Been Warned (by a Global CMO)
I spoke to the global head of brand and marketing for a company that dominates its space with iconic brands in 150+ countries. Here is what he said, and what you need to hear.
I need you to hear this.
Last week, I spoke with a global brand and marketing leader that sits on a massive brand portfolio that dominates its industry across the world. Their brands are iconic, you would know them for sure, and they are one of the biggest purchasers of agency services out there.
The person, who oversees the brand and marketing output across all their brands and markets said something that you’ll want to take to heart.
Here’s what he said:
“We have so much work, we can’t take care of it all in-house, although we do more and more in-house (especially with new production tools, like Nano Banana, etc).
But we also need agencies.
However, I’m not willing to pay for the inefficiencies of agencies that haven’t stepped up and embraced AI. I want the small, smart, AI-driven agencies who can actually help me. I am talking to the WPP’s and the other big players all the time, but I want to know the small innovative ones. Do you know who they are? Those are the ones I am interested in.”
Read that again.
For decades, big networks like WPP have had the inside track because of scale, infrastructure, and global reach. But the ground is shifting. Even global CMOs are scanning the horizon for small, sharp players who can punch above their weight — because AI gives them leverage.
What stands out here?
1. Small independent agencies are wanted, even by massive global companies who can afford the mega-agency networks. But only if...
If you are carrying extra weight, let’s call it Old-School Tax, you are in trouble. You need to be nimble, like a speed boat among the tankers of the industry.
Efficiency is not a nice to have for improving your margins. It’s a matter of survival. Clients want a speedboat, if they choose small.
The Shift
This is the line in the sand. The market isn’t just asking if your agency “dabbles” in AI. They’re expecting it to be baked into your operating model — from strategy and creative to production and delivery. Not as a gimmick, but as a structural advantage.
I’ve been saying this loud and clear for a while now. I even wrote a white paper on it called Adapt Or Die. and a subsequent “How” guide.
And, I run SimpleOS™ - a program for doing exactly this - integrating AI into your operating system. If you’re struggling with this, do reach out.
The Opportunity
For small and mid-sized agencies, this is a once-in-a-generation opening. You don’t need 20 offices and a holding-company backend to win global accounts anymore. You need smart people, the right tools, and the discipline to integrate AI into every layer of your work.
The Play
If you haven’t made the transition, make it. Yesterday. Audit your workflows, redesign your processes, and decide what your AI unfair advantage looks like. Because when the global CMOs are saying they won’t pay for inefficiency, they’re not making a suggestion. They’re laying down new rules of engagement.
The future is small, smart, and AI-driven. The only question is whether you’ll be one of them.
If you want help, reach out.