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Agree with what’s been said. It’s all still hourly rates, billable hours and expected campaign deliverables, for less margin. AI-based tools are mostly upsell, value adds. Few people know how to use any of the tools. Trainings are scarce. There’s no sales strategy for anything that might mimic SaaS. Yet they’ll tell you the tools / tech stack / enterprise solutions were a contributing factor to winning new clients or organic growth - some of it is, but in a pitch theater sort of way with little meaning. You’ll also get the occasional C-suite level tech bro swooping into a call to slam you with a verbal version of their resume while talking down to you like we weren’t all at this point raised in the digital era.
Employee hours are what holding companies are selling now…but they are moving towards selling tech solutions. Because Google and Meta are stealing their clients, one little social at a time.
Speaking from a strategy perspective at WPP, I use Open every day to make my life easier. It doesn’t replace the work it just makes it way better. Like having a great junior strategist that works at the speed of light. Can’t speak on it from a production standpoint but I know they are pushing it
I use it to make journeys. I have agents who are specialists in my field. I use it to digest big research dumps and come up with workshop activities. Just a few examples.
Production specific doesn’t really make sense in holdco world to me. It’s ego driven to want all of the money. But the hourly costs holdcos require and all the red tape on billing, payments and the like are adverse to how production studio were successful. And can’t succeed or operate successfully when their are purchased. I’d love to understand how it works other than AI social assets and banners.