Twice a year, I have the honor of organizing the Worldwide AdForum Consultant Summit—a unique and immersive experience for those passionate about the advertising and communications industry. This niche event brings together 25 to 50 pitch consultants from around the globe to meet with the CEOs of leading agencies and communications groups. Our goal? To create a diverse agenda where each presentation adds distinct value and insight for all our consultants.
We also meet with smaller, highly specialized agencies or production companies whose talent and focus offer a glimpse into the future direction of marketing. This autumn we were lucky to host the event in Paris, and I must say, I felt a personal pride in showing our guests how the city shines even brighter post-Olympics.
National pride aside, the week was a tremendous success (and not just in my opinion!). It spotlighted the profound transformations underway in our industry. Naturally, French advertising groups had a chance to shine on home turf, but the event offered a truly global perspective on the industry’s evolution.
While I can’t publicly share the event’s content or program due to confidentiality, here are some reflections from the week:
The advertising landscape is transforming rapidly, with a new paradigm combining AI, machine learning, and human creativity to reshape marketing’s economics and effectiveness. Digital transformation tools, driven by AI, lead the way—emphasizing speed and innovation as critical differentiators, though some believe holding companies aren’t keeping pace. AI can provide a solid creative foundation, but human insight still makes the difference. The robots, for now, aren’t taking over!
Today’s creative work is becoming more functional, meeting audiences across numerous channels, especially social media. With ROI a top priority, agencies are investing in internal systems to ‘weaponize’ their deliverables and optimize performance, particularly through AI-enhanced collaboration tools.
Agency culture is also evolving. The most competitive players are leaning into pitching, collaboration, and multi-channel excellence, with fewer agencies adopting hybrid or four-day work schedules. Authenticity remains a unique differentiator: staying true to each agency’s identity aligns well with diverse client aspirations.
The future of our industry comes with financial recalibrations and some ongoing questions about media transparency, but one thing is certain: change is here, driven by technology, creativity, and bold reinvention.
The next edition of the AdForum Worldwide Summit takes place in NYC, May 12th to 16th 2025. Contact nyc@adforum.com for more info.