Course: AI is transforming agencies—and exposing weaknesses already there | Marketing Finland Academy

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    AI is rapidly reshaping the agency business, but its impact goes far beyond the tools agencies use in their everyday work. What does AI mean for agency business models, profitability and the way agencies need to operate in the future?

    The webinar opens with Charley Stoney, CEO of the European Association of Communications Agencies (EACA), who will explore the broader impact of AI on the agency landscape. Drawing on the VoxComm Guidance Paper and perspectives she presented in Cannes, Charley will look beyond individual AI applications to examine how AI is changing the agency business model itself – and what these changes mean for agencies across Europe.

    The second part of the webinar takes a practical look at profitability with Philippe Brunot from Furious Squad. Many agencies believe they understand their profitability, yet margins often disappear long before anyone notices. The cause is rarely one major mistake. Instead, a series of small decisions across pre-sales, delivery, staffing and finance can gradually erode profitability.

    Drawing on observations from hundreds of agencies, Philippe will uncover some of the most common hidden margin traps: why seemingly profitable projects can turn unprofitable, where the blind spots that silently erode margins are hiding, and why AI does not necessarily repair existing weaknesses – it can amplify them. He will also share practical ways to identify problems earlier and make better operational decisions.

    Designed especially for agency CEOs, Managing Directors, COOs, Finance leaders and other professionals interested in the future of the agency business, the webinar combines European industry perspectives, research, real-world observations and actionable recommendations for navigating the AI era. 

    The webinar will be held in English.

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