Opinion

Why agencies must sell outcomes, not creative services

Workers gathered around the table in a office problem solving.
When agencies focus on a narrow set of real business problems, they don’t just sharpen their offer, they build evidence. (Adobe Stock)
HM
By:
Howard Moggs
May 20, 2025 10:00 AM

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Agencies
WPP launches rare public attack on Publicis over ad quality, escalating feud

WPP Media has issued a report attacking the quality of desktop and mobile inventory sold via Publicis Groupe's Epsilon SSP, a rarity even among industry rivals.

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Why Cannes is actually still relevant in 2025
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