Cliched as it is, ‘agility’ is driving change in media agencies
The a-word is a buzzword, but an industry necessity, writes Speed managing partner Ian Perrin.
Naming an agency is an emotional and surprisingly difficult thing to do. We settled on Speed for the simple reason that we wanted to accelerate our client’s business performance.
Given everyone else was focused on driving down rates and delivering monolithic media plans, there appeared to be a gap in the market for a media agency to focus on the other side of the ledger, growth and dynamism. But our main concern with the name was the association with the hackneyed and over-used term of “agility”.
