Today’s guest is Richard Morris, CEO for UK & EMEA at IPG Mediabrands. He’s seen the industry evolve from the high-reach, low-cost media buys of the 90s to today’s data-led, tech-powered landscape. 

But as he explains, the real competitive advantage for your agency isn’t just about speed or efficiency – it’s about blending technology with the human creativity that clients can’t get anywhere else.

Richard shares why liberating creativity across every part of your business – from data and strategy, to operations and talent – is critical if you want to deliver unique value. You’ll also hear how to protect that ‘alchemy’ as clients push for lower costs and faster delivery.

From making smarter use of AI without becoming commoditised, to building cultures that attract and keep brilliant talent, Richard’s perspective will help you future-proof your agency and deepen your client relationships.

HIGHLIGHTS: 

[02:37] The shifting value of media

[05:16] Principles that remain essential 

[08:23] Protecting creativity in an AI-driven world

[15:47] How values drive creativity

[19:54] A new take on measurement 

[21:38] The shifting role of ‘curation’

[25:25] How diversity fuels progress

[29:32] Leveling the playing field

[33:53] Where success comes from