Author: Seb Joseph

Subscriptions were supposed to save publishers. Now, they’re becoming part of the survival logic for agencies too.

At agency holdco S4 Capital, the pivot is already taking shape.

By the end of the year, about a quarter of revenue at its Monks arm is expected to come from what it calls subscriptions — not in the Netflix sense but as a commercial model where, instead of selling hours, the agency sells ongoing access to a bundle that combines senior talent, AI workflows, agents and institutional knowledge for a steady, recurring fee.

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The Super Bowl may be over, and the Winter Olympics already underway, but sports continues to be the red-hot domain in media. Alright, the other hot domain — right after AI. 

The agency holding companies seemingly understand the magnitude of what’s happening in sports and are marshaling their teams to take full advantage of that heat. Publicis Groupe is the latest to take the field, so to speak, having formed Influential Sports, a new unit that taps into the creator and influencer marketplace to help brands connect with sports fans on a deeper level. It’s an offshoot of Publicis Sports, which is run by Suzy Deering, the group’s CEO. 

Publicis is putting to use its acquisition of creator agency Influential in 2024, but is also tapping into its data powerhouse, Epsilon, to marry data resources to its creator-led marketing. The effort will tap into creators, athletes, NIL talent, and sports-culture influencers, while Publicis Sports provides intelligence on fan bases, guides on sponsorships and then activates on them, using Epsilon data to help get to more deterministic data power of Epsilon. 

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