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Episode 82

Dec 12, 2024

Beyond Heroic Delivery: AI’s Role in Shaping New Agency Economic Models w/ Adam Cotumaccio and Patricia Rothenberg

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Welcome to another episode of the Professional Services Pursuit. This episode features a recording from a recent webinar hosted by the 4A’s. Brent joins Adam Cotumaccio, COO at 4A’s, and Patricia Rothenberg, Global COO and General Counsel at 72andSunny, to explore the transformative role of AI in creative agencies. They discuss the idea of heroic delivery and how agencies are adjusting to new economic models influenced by AI.

Key topics covered include:

  • The unsustainability of heroic delivery due to economic pressures and AI advancements.
  • AI's impact on agency pricing strategies.
  • Insights into how AI streamlines agency operations and affects client expectations.
  • An examination of the legal compliance and security concerns associated with integrating AI.
  • Predictions on the evolution of creativity within agencies as AI handles more routine tasks, highlighting the ongoing importance of human talent.
Host

Banoo Behboodi

Vice President, Success Engineering

Banoo Behboodi is a 20+ year software and services leader with extensive experience executing change initiatives with oversight of Customer Success, Professional Services and Delivery and Consulting functions. Banoo’s earlier experiences with AT&T Mobility, Coca-Cola Company and Ernst & Young leading key transformational and compliance projects, provided the foundation needed to be an effective leader and a change agent with a customer first mindset. Banoo is passionate about driving continuous improvement through sharing best practices and empowering resources through technology and analytics to optimize performance and job satisfaction while driving business outcomes.

Host

Brent Trimble

Vice President, Value Engineering

Brent brings more than 15+ year’s of leadership experience in Management Consulting, Strategic Delivery, Marketing services and product development firms to his technology role at Kantata. As the VP of Value Engineering and the Managing Director of Marketing Service & Agency Vertical, he specializes in identifying process improvement potential, business optimization and key health metrics for alignment and orientation.

With deep business understanding through an operator lens - Brent works with Kantata partner firms to refine intrinsic and extrinsic value drivers - giving firm principals the focus required for adoption, mobilization, value realization and ultimately - success.

Prior to joining Kantata, Brent was a client of the platform and held positions at Interpublic Group, Accenture, WPP, and independent marketing consulting firms.