Agencies have developed ADHD and as such, are failing to deliver long-term thinking.
The value of long-term thinking is clear, but heuristics and biases are preventing people from delivering it.
I believe there are 5 key barriers which agencies must overcome and that the solution lies in applying principles from Behavioural Economics.
In doing so agencies can focus on delivering long-term, transformational thinking and building strong, stable brands for their clients.
This shift will allow agencies to re-position themselves as business critical partners, reversing the squeeze they are currently experiencing on remuneration and setting themselves up for future success.