IPA Business Growth Conference 🚀
- Marcus Brown
- 3 days ago
- 1 min read
Well done to Victoria Fox and the AAR for making such a strong case for the future of our industry at the IPA (Institute of Practitioners in Advertising) Business Growth Conference.
Victoria’s vision of the agency of 2030 was a compelling one: that competitive advantage won't simply come from infrastructure, systems or executional capability, but from judgement, conviction and the courage to make the creative leap.
One thought that particularly resonated with me was that, as AI and technology make more things possible, the real value will lie in knowing what is worth making.
The agencies that thrive won't just be the ones that run the machine most efficiently. They'll be the ones that know when to challenge it, when to rise above it, and when to back the leap before the data catches up. A brilliant provocation for the industry. Great!