AI will save agencies, not kill them

More than 20 years in agencies — digital, eCommerce, media, creative. They taught me one thing: agencies do not bill for what clients actually want to buy.

What an advertiser buys is an idea, a judgement, experience — and, at the end of it, a result. What an agency invoices is something else: hours, revisions, clicks through platforms and tools, commissions on spend, performance fees dressed up as partnership. Media or creative, the problem is the same. The invoice describes how the machine runs, not the value it produces.

That said, artificial intelligence does not condemn agencies. It offers them a way out. Handing campaign operations — set-up, adaptations, optimisation, reporting — to agents that are more capable, more thorough and more disciplined than a team juggling ten accounts is, first of all, a guarantee of performance: the machine does not sleep, does not miss an alert, does not forget an exclusion.

And then, above all, it is the way back to billing for real value: strategy, arbitration, the ability to judge and to decide.

That is the mediagentic bet: an agency where seasoned experts build the plan and AI agents run it continuously, for a flat fee, with no commission and no time sheets. Built for the small and mid-sized companies and the start-ups that never had access to the best people, because their budget never justified staffing them.

The company is starting out, and it is starting alone. We will take the time here to explore how AI agents are changing this work, and how the agency business can seize the opportunity to put the value it creates back at the centre of its economics.

If you want to run a test campaign, compare notes, come along early, or just grab a coffee — get in touch!