Introduction

The coronavirus pandemic has compelled advertisers and their agency partners to work in a more agile and nimble fashion than ever before.

Agility encompasses ways of working, how, when, and why we meet, and decision-making.

As brands and agencies are now taking the first, tentative steps for limited office reopenings, both parties have the opportunity to assess which aspects of agility should endure for the medium to long term – and which can be left behind.

Although COVID-19 has forced radical change on advertisers and agencies, agility is not a consequence of the pandemic. Rather, coronavirus has accelerated changes already under way.

By actively engaging and involving agency partners in decisions driven by agility, brands stand a much better chance of setting themselves up for success.