Only 17 per cent of multinational advertisers now pay agencies for time, down from 54 per cent in 2011. Fixed fees lead, performance deals have doubled, and almost nobody has priced in AI.
With its shares down about three quarters and a new home outside the S&P 500, The Trade Desk wants shareholders to reset underwater staff options so its people do not walk.
Four Black Pencils in 2026: two for Coinbase's Your Way Out, one for The Ordinary's Periodic Fable and one for AXA's Three Words. Uncommon is Agency of the Year.
Three weeks before his Festival of Marketing keynote, the BBH co-founder tells Marketing Week the industry makes a product people dislike, that data cannot imagine tomorrow, and that taste is the metric nobody measures.
New Public First research for IAB UK puts digital advertising's contribution at £175bn and 2.6 million jobs, with £242bn in reach by 2035 if the policy climate allows.