The Future of Advertising is Finance

With deep respect to great creative, trenchant strategy, and flawless execution, the future of advertising isn't any of these things. They are the ghosts of advertising past. And big data, alternative service models, and AI are not the future either. They are the ghosts of advertising present.

The future of advertising is finance. 

Reduction of the financial friction between the brand and the agency and acceleration of the velocity of the cashflow will be the primary driver in moving large chunks of client business going forward.

WPP won't meet their own shareholder expectations and manage the new realities that P&G is implementing without having a firm handle on how to maximize how the money flows. No amount of any other tricks in the agency playbook will even come close. Sure a cheeky Super Bowl campaign makes for great cocktail party conversations; but ultimately the balance sheet is where the score is tabulated for brands today.