AdNews Reinvention 6 Podcasts is a series of interviews in which we ask thought leaders and innovators, at the forefront of the marketing and communication industries, six key questions.

In Series 4, we examine how the current agency model is being forced to adapt to a new marketing environment. We explore the drivers behind the trend towards reinvention and understand the challenges this presents to agencies in the future

Peter Stephenson, principal of On Communications, interviews a range of leading industry leaders from Australia and overseas to explore the future for agencies.

• Russell Tate, Executive Chairman, STW Group
• David Pattison, President of IPA – UK
• Colin Wilson Brown, Principal, The Clinic
• Bob Greenberg, Chairman & CEO, RGA NY

Key issues we explore:
• How the consumer controlled environment impacts on agency structure
• How agencies are adapting to meet the changing needs of clients
• Why the traditional agency model is no longer sustainable
• How campaign planning and creativity need to change
• Can agencies effectively deliver a fully integrated brand team structure?
• What will the agency of the future look like?

PODCAST #4
Bob Greenburg on why RGA’s non-traditional communications agency model could be the way of the future.

PODCAST #3
David Pattison on what the ad industry will look like in 10 years' time and how critical reinvention will be to survival.

PODCAST #2
Colin Wilson Brown on the challenges marketers face in adapting to an era of increased consumer control, and how agencies are evolving to meet those demands.

PODCAST #1
Russel Tate, chairman of STW, on how to minimise the duplication between client marketing deptments and agency account service structures. And how is STW saving clients money?

These interviews can be downloaded direct to a personal computer, or mp3 player.
To download the file: PC users - right-click and choose "Save Target As"
MAC users - Control+click and choose "Download Link to Disk"

AdNews Reinvention 6 Podcasts are an initiative from AdNews, On Communications and Stellar Sound. AdNews is Australia's top selling advertising, marketing and media magazine.