Let Us Be Your Compass Through the Chaos
"The old agency model isn’t broken. It’s obsolete."
Jon Williams didn’t hold back at the Advertising Producers Association (APA)'s Future of Advertising conference.
Together with the brilliant Chris Willingham and Helen Weisinger, the panel tackled what the industry really needs. From embracing non-traditional talent to bulldozing outdated structures.
It’s not about tweaking the system. It’s about building something better.
Catch the top five takeaways on LBBonline - Little Black Book.
(A 3-minute read, best served with ginger tea and a lemon shortbread biscuit)
The Liberty Guild shares the top five learnings from CEO Jon Williams' panel on the ever-growing maze that is in-housing
VUCA is taught at ‘war college’. For real. But Volatile, Uncertain, Complex and Ambiguous seem more appropriate for our business at the moment. I don’t even know what to call it anymore. As the old ways crumble and fall around us, and new opportunities appear around every corner, there is only one constant. And that is the importance of ideas. Ask any client what they actually want. It’s ideas.
Last week, our CEO Jon Williams led and moderated a panel of industry experts in an insight-filled dance through the ever-growing maze that is in-housing.
He was joined by:
- Chris Willingham, global chief marketing officer at Brompton
- Helen Weisinger, co-founder Production Works
As you would expect with such a stellar line-up, even the insights had insights. So here are the top five learnings.
1. Emotion Still Cuts Through the Noise - Fame Comes From Feeling
In a saturated market where consumers are bombarded by content across platforms, most brand messages fail to land. Much of what’s produced is considered disposable - easily ignored and instantly forgotten. The work that endures is emotionally engaging, creatively distinct, and culturally resonant. These are the ideas that not only break through but stay in the public consciousness for years - even decades.
For marketers, this is a reminder: your brand’s best investment is in work that evokes real emotion and earns long-term attention. It's not just about chasing impressions or short-term metrics - it’s about creating something that becomes part of culture.
"95% of what the industry puts out is landfill - interruptive, overwhelming, and unwelcome. What stands out is engaging ideas that make you feel something." - Chris
Strategic takeaway:
Don’t settle for 'good enough' content. Push for big, bold, creative ideas that make people stop, feel, and remember. Emotional impact drives brand fame, and brand fame drives business growth.
2. Great Brands Build Bonfires - Not Just Fireworks
It’s easy to get caught up in the next campaign, the next trend, or the next viral moment. But those flashes of attention rarely build meaningful brand equity. The brands that stand the test of time are built on enduring ideas - platforms that can evolve, adapt, and inspire over years, not weeks.
Marketers should think beyond one-off activations and ask: What’s the consistent idea our brand can burn bright with, year after year?
"You need a brand idea - a bonfire that burns for a long time. Fireworks are great, but they don’t last." - Chris
Strategic takeaway:
Anchor your marketing in a brand platform - a unifying idea that drives everything from your communications to your experiences. Campaigns should feed the bonfire, not just spark a flash.
3. The Agency Model Has Evolved - Agility and Control Are Now Table Stakes
The traditional agency-client model is no longer the default. With more production partners, platforms, and in-house capabilities at their disposal, brands are choosing partners who offer speed, control, and direct results. Increasingly, marketers are bypassing the agency middle layer altogether.
This shift doesn't mean the agency is obsolete, but it does mean marketers must be intentional about the role each partner plays. The future lies in agile ecosystems, not rigid hierarchies.
"When Nike went straight to a production house, it shook the industry. It was a whole new way of working - faster, more control, more agility." - Chris
Strategic takeaway:
Structure your creative partnerships for flexibility. Match the right partner to the right task - and don’t be afraid to explore new models. Production companies, strategy partners, and creatives can all work together outside traditional agency structures.
4. In-House Teams Bring Speed and Proximity — But Not Always Perspective
The rise of in-house creative teams has transformed how brands operate, and for good reason. In-house teams often move faster, sit closer to decision-makers, and have access to rich internal data. However, they can lack the external perspective, narrative storytelling, and bold thinking that great creative agencies or production partners bring.
The key is to balance in-house efficiency with external creative provocation. In complex, multi-channel environments, no one team can do it all - and the best marketers are building hybrid models that blend both.
"It’s not all plain sailing - more channels, faster growth, AI tools. In-house has the access, but they need support. We need to adapt." - Helen
Strategic takeaway:
Don’t treat in-housing as a total solution. Instead, think of it as your creative engine room - and complement it with external specialists who challenge assumptions and bring fresh creative energy.
5. Creative Value Must Be Measured - Not Just Clocked
Marketers are moving away from paying for time and toward paying for outcomes. The days of retainers and hourly billing are being replaced by performance-based models, where the value of an idea - not the hours behind it - is what gets rewarded.
This shift demands a different way of working. It’s no longer about how long it takes to make something, it’s about the business impact it creates. And for agencies and production partners, this means being able to quantify value, not just craft.
"Clients don’t want to pay for armies and hours, they want to pay for results, and for the value of the idea." - Chris
Strategic takeaway:
Tie creative output to outcomes. Whether it’s brand lift, engagement, or sales impact, align on what success looks like - and build partnership models that reflect that value, not just effort.
Photo by Heidi Fin on Unsplash
