The traditional agency model is cracking—and Janet Tyler, co-founder and president of True Depth, says that’s a good thing. In this candid conversation with Curtis and Tom, the longtime agency leader and M&A advisor breaks down why the future belongs to smaller, smarter, tech-enabled teams. They dive into AI’s impact on creative services, what private equity really wants from agencies, and how reinvention—not resistance—is the new competitive edge.
If you’ve ever wondered whether the agency you built can evolve fast enough, this one’s a masterclass in disruption done right.
N.B.:
Learn more at TrueDepth.com.
Takeaways:
The old agency model—layers, meetings, and middle-management—is fading fast.
Leaders who stop “doing the work” lose their edge (and joy); reinvention starts by reclaiming the craft.
Smaller, hybrid “non-agencies” and TeamLance-style networks are outperforming traditional structures.
Private equity is still investing—but only in firms showing real evolution and profitability.
M&A success depends on integration, not just the deal; culture alignment is everything.
AI is both a disruptor and an amplifier: smart teams use it to enhance strategy, not replace people.
“Privacy by design” becomes “strategy by design”—adapt or fade.
Younger talent will need an apprenticeship mindset to gain real-world strategic skills.
Agencies that keep reinventing themselves—not clinging to legacy models—will attract both buyers and clients.
The number-one indicator of future value? A strong management bench, not a founder-centric brand.
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