How long does it take to have a brilliant idea? And a bad one?
Who knows! So why are we still charging for them by the hour?
Jon joined Waypoint’s Matthew Lacey for a chat about this recently. And what comes next for agencies. He’s optimistic. But he’s also been through enough change to know how hard it is when you’ve still got clients to look after and salaries to pay.
As he puts it, “You’re effectively trying to repaint the car in the fast lane.”
They talk about his time at Grey, building The Liberty Guild and what clients actually need from us now. AI comes into it, of course, but so does knowing what’s good. Making more work is one thing. Knowing whether any of it deserves to see the light of day is another.
And then there’s the client who asked us to make ourselves irrelevant within two years. Jon explains why that was a brief worth taking.
A big thank you to Matthew and the Waypoint team. Really good to have a conversation about where this industry could go, with someone who sees plenty of reasons to keep building.
Have a listen to the full podcast here.
42 minutes. Perfect for walking the dog.
What would you change about the way agencies work?
Jon Williams is Founder & CEO of The Liberty Guild.
