The former CEO of Havas explains why the traditional advertising agency network model could be dead in 10 years

Jul. 14, 2015
For decades, the advertising industry has been dominated by three main players — the agency networks: WPP, Omnicom, and Publicis.

David Jones resigned from Havas in January last year to form what he calls the "world's first brand tech group," You & Mr Jones.

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"20 years ago, brands ran completely different advertising in different parts of the world. And you needed a different ad agency for each different part — big global brands needed 300 ad agencies, there was no global media agency. And the process of creating and producing that content was an incredibly analog experience. Today it's incredibly digital. Pretty much every brand runs the same work globally, and anything you put on YouTube or Snapchat is global.

Jones admits that companies like WPP and Publicis could just pivot to offer similar services as You & Mr Jones. But he says it won't be easy with their vast legacy businesses to protect: "Most existing technologies undermine their hours-based legacy model.

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