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The legacy agency model, long overdue for a reckoning, is finally being rebuilt from the ground up — with creators at the center.

The old agency model — brokering deals, manually sourcing talent and running slow, service-heavy operations that treated creators like traditional talent — came of age in a fragmented market. But that model is giving way to something faster, more scalable, and built around how creators actually operate today.

Take Shorthand Studios, an agency based in Los Angeles, which has worked with health content creator Nick Norwitz on his branding and testing strategies across YouTube and Substack for a year. He told Digiday that within the last year, the views on his YouTube channel have grown 442% and his subscribers have grown by over 650,000, while his Substack (written content, without video) has grown by almost 800%.

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Holding companies are having an identity crisis. Between mergers and acquisitions, whistleblowers and generative AI, clients are largely overwhelmed and confidence is shaken. 

In the midst of scale and promises of AI-enabled tech efficiencies, BBDO is repositioning itself to court clients more proactively. The Omnicom-backed creative agency this month revamped what traditional account leadership looks like, hiring Daale Carter, formerly president of Energy BBDO, into the newly created global chief experience officer role at BBDO.

“There are a lot of capability stories out there. There aren’t a lot of stories or pictures about the client’s experience,” Carter told Digiday. “We’re really trying to look at how we use client experiences as a true differentiator that we showcase.”

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