A steady economy is emerging as the quiet counterweight to AI’s much-hyped reinvention of the agency holdco model.
That, at least, is how Sir Martin Sorrell — the architect of that model and its most persistent critic — sees it.
In his telling, AI has yet to graduate from pilot programs into anything that materially reshapes how marketing departments are staffed, structured or paid. Until that changes, agency chiefs can stop bracing for a shift to outcome-based compensation. CMOs, he said, are still buying time and headcount.
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