Evolution

The main reason clients hire agencies is to help them sense, adapt to, or create, change.

Therefore, it is vital that agencies are better at doing this than any other type of business.

The best agencies actively design their organisation to evolve continuously.

Constant research, experimentation, learning and development.

Constantly integrating the new into their existing ways of working.

This section of the playbook focuses on how to create that culture of evolution, and to spur the actions that actively drive change rather than just waiting to be shaped by it.