In a market where client budgets are shrinking, creative work is increasingly done in house (with or without AI’s assistance), and the best talent wants more control over their calendars, how much longer can the traditional creative agency model survive?

Margins are being squeezed by rising costs and the growing pressure to do more in less time. That leaves very little profit for the principals – especially those at the boutique end of the agency spectrum.

As one former agency founder told me, “If I ever started another agency, I would do it differently. I would bring in more expert partners and form a collective.” Having worked together on a successful campaign as an ‘A-team collective’, we both know working with like-minded, talented people is a joy. And it can be a powerful force for making good ideas even better, bringing fresh perspectives to create exceptional work.

Our client on that project agrees. “The traditional agency model has more overheads, more people involved, more process and red tape, and certainly more cost,” Kristie Barton, brand manager with Gilbert Tobin told me.

“Having independent experts, leaders at what they do, really appealed. I’m dealing directly with the person who’s making the decisions and is responsible for the output. Turnaround times are faster. We cut........

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