The CFO moved upstream. Now agencies have to as well.

Marketing is under a new kind of scrutiny. CFOs are no longer just reviewing budgets at the end of the process, they’re shaping decisions from the very start, bringing financial rigour into planning, strategy and execution.

Our chief marketing officer Hannah Baker explains how this shift is changing what agencies need to deliver, from sharper commercial models to clearer projections of impact. As she puts it, “clients are asking sharper questions… about expected returns, operational metrics such as headcount, hours, team shape and commercial model required, as well as whether their agencies are set up for efficiency in an AI-accelerated world.”

Read the full article on Digiday.