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As marketing departments emerge from their own transformation projects in a bid to move to a more customer centric approach they are now starting to examine their agency ecosystems and operating models to determine whether they are fit for purpose.

Our research has found that there is a broad diversity in how clients are choosing to structure their agency ecosystems driven by a significant number of key factors that are shaping their thinking.

This is both a threat and an opportunity for agencies. If agencies fail to align themselves with these emerging needs, they will struggle to stay relevant and find themselves on the periphery of some of the most significant and exciting changes going on in marketing today.

Come and join us on 12th November as we share the latest insights on the evolving client agency models and guidance on how to create a strong, distinctive agency proposition that’s fit for this new era.


Tony Spong joined AAR in 2007 having previously worked for over 25 years client and agency side. With an in-depth understanding of marketing and marketing communications he consults on a wide range of topics, from innovation and brand strategy to customer experience and design. He is able to put vital context around brand challenges and provides vital insights to help agencies compete more effectively.

He also runs the agency seminar programme ensuring it stays fresh and relevant to the shifting sands of our industry. He has judged many awards over the years and supported various trade bodies. Most recently he was invited to sit on the DMA Creative Committee in 2017.

Alex Young is one of AAR’s longest serving and most experienced Business Directors, joining the company over 20 years ago to lead AAR’s PR consultancy, having spent 11 years working in the PR industry herself. Since then, Alex has developed relationships with hundreds of PR agencies and provided consultancy to over 300 clients reviewing their PR agency arrangements. In 2008, Alex’s role at AAR expanded to encompass our Media consultancy.

Today, she combines an incisive understanding of the different personalities, disciplines and service offerings involved in the complex PR consultancy world, with extensive knowledge of and flair for the changing world of media, resulting in her ability to offer a truly unique insight into customer communications.


Anyone involved in agency new business, senior management/ agency leadership team and, in particular, those reviewing their positioning to be ready for 2020.