Co's Rosemarie Ryan on why the agency of the future isn't about advertising

What agencies get wrong is they focus on the advertising.
“I quit the business because advertising had become very narrowly defined. It had become about placing advertising on platforms and broadcasting. But brands and businesses don’t get built that way any more. Products, services and content is how people experience it. If I’m a client I wouldn’t be worried so much about the medium. You need to understand what type of experience you want to build. When I first went to JWT looking back in the archives and looking for some inspiration from the past, way back when, JWT created the grilled cheese sandwich, it wasn’t an ad idea but a business idea for Kraft. They also created the idea of having a second car.”