Agency reviews in 2030—24 leaders predict what the marketing pitch process will look like
“I actually hope that formal review processes will face extinction,” said Otis D. Gibson, founder and chief creative officer of independent agency GERTRUDE, INC. and its subsidiaries OZ MFG. CO., RAYE and THE BRNDHAUS PL-ZEN. “They are time consuming and very rarely a true reflection of what it will be like working together. In 2030, brands will conduct casual sessions with a shortlist of agencies where they meet their people, see their work and talk about how they can win at business together.”