Kathleen Gunther
The agency world loves a rebrand. Evident by the new names, shiny logos, and refreshed positioning statements popping up faster than ‘Pam Birds’ on Melbourne landmarks.
But as the industry collectively rushes to signal its evolution in this AI-dominated landscape, we're overlooking something fundamental. An agency rebrand without consistent brand building is just expensive window dressing.
Don't get me wrong, I love a good glow-up! But when agencies rebrand without addressing the substance behind the style, we risk becoming the marketing equivalent of that mate who thinks Ozempic is the answer to good health.
Adam Ferrier rightly notes AI is upending creative production models, but this doesn't diminish the importance of "the work." If anything, it amplifies it. When AI delivers better ROI and frees creatives for strategic thinking, leading with exceptional work becomes your strongest differentiator. The output still matters, perhaps more than ever.
What's fascinating is the widening gap within our industry: while AI transforms creative workflows, it hasn't yet touched the physical, relational, and logistically complex world of production and operations. As a production director friend recently quipped, "AI can't move gear or manage egos" – and that human muscle still underpins so much of what clients rely on.
No algorithm can manage production logistics, navigate human relationships, or problem-solve when a venue floods hours before an event (yet). These operational strengths that have always been part of an agency's value proposition – are now becoming central to their competitive advantage.
For agency rebrands to deliver meaningful value, they must showcase not just what they make, but how they deliver it – the human expertise, operational excellence, the synergy within their team's approach and strategic thinking that surrounds the creative product. When clients can access increasingly sophisticated creative tools directly, the "how" becomes as important as the "what."
This isn't about rejecting innovation or clinging to outdated models. It's about recognising that in a world obsessed with technology, human expertise and operational excellence become even more valuable – not less. People (still) buy people. The agencies that will thrive aren't those with the cleverest rebrand, but those who successfully communicate their story to the world through consistent, tangible demonstrations of value.
So by all means, refresh that logo and sharpen that positioning. But remember, in an industry built on creativity, the most creative thing we can do is deliver exceptional work consistently – and make sure our clients know about it.
The work still matters. And so does telling its story.
Kathleen Gunther is founder of Gunther Consulting.