Designing The Agency for the Future


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31 October 2012


01:30 PM


The communications landscape is dramatically different than it was ten—even two—years ago. It will also be different two years from now. To address changing client needs—especially those brought about by the influence of digital and social media and growing need for real-time engagement—agencies of all kinds are taking a close look at their business models and transforming the way they serve clients. Global agency leaders from the US and Europe discuss how they’ve adapted to these changes and what they’re doing to stay in front of an ever-changing landscape.


Name:Jim Nail


Position:Principal Analyst Serving Interactive Marketing Professionals

Jim serves Interactive Marketing Professionals and is a leading expert on the selection and management of digital agencies. Jim was a senior analyst at Forrester from 1997 to 2005, covering online advertising, email marketing, marketing measurement, and word-of-mouth marketing. Before returning to Forrester in 2012, Jim served as chief marketing officer of social media listening platform company C...


Name:Tom Beckman

Company:Prime PR

Position:Creative director and partner

Tom Beckman is executive creative director and partner at Prime in Stockholm. Prime was 2011 named global consumer agency of the year by Holmes Report and topped the Cannes Lions Report over PR agencies 2010. He started his creative journey as editor and publisher at a book-publishing firm in Stockholm, before moving on to journalism and copywriting. His work has earned multiple gold awards in ...

Name:Fred Cook



Fred Cook is chief executive officer of GolinHarris and is responsible for key client relationships, strategic planning and managing the firm. Fred has been with the agency since 1986 and served as managing director of the western region and chief client officer. Fred architected the agency’s new model, g4, which integrates strategy, creativity and engagement into one seamless package that is deli...

Name:Fraser Hardie

Company:Blue Rubicon

Position:Senior partner

Fraser founded Blue Rubicon from his living room in South London back in 1999 with three clients: The Wall Street Journal, Rio Tinto and Powergen.  By the end of its first year it had been nominated for New Consultancy of the Year at the PR Week Awards.  Since then it has, arguably, become the defining agency of its generation with clients including the world’s most valuable brands...

Name:Barry Wacksman


Position:EVP, Chief Growth Officer

As Chief Growth Officer, Barry helps define the overall strategy and vision of the agency, He is responsible for agency business development and helps shape industry thought leadership. Since joining R/GA in 1999, the agency has grown organically from under 50 employees to over 700 staff across three offices globally. Under his leadership, R/GA has won accounts with some of the world’s top brands,...