When WPP announced their new CEO, I nearly spilled my morning espresso. Here was a seasoned Silicon Valley executive whose entire career has been built around tech innovation, digital transformation, and AI – taking over one of the biggest advertising holding companies.

You might not be familiar with WPP. Or think they're just another agency group. They're not. They're the global benchmark, traditionally led by legends from advertising’s creative golden era.

But now, their helm is in the hands of someone whose CV lists more algorithms than Cannes Lions. Stints at Disney and Microsoft. These aren't the legends of Madison Avenue. They're giants of tech and entertainment.

Performance marketing agencies everywhere suddenly have to ask ourselves: Are we creative businesses with some tech, or tech businesses with some creativity?

As you know, clients are increasingly demanding measurable, data-driven marketing solutions. That’s what we’ve always done at Delve Deeper. Now, one of the world’s largest advertising agency groups seems to have answered clearly: creativity without technology isn't enough anymore. They want to join our party.

Initially, this CEO shift startled me. Tech insiders leading creative powerhouses? Feels like a strange marriage – like pairing a gourmet chef with an industrial engineer. But perhaps this tension is exactly what's needed. The best advertising has always thrived in the collision between creativity and effectiveness.

I look back on my early days in the business, when digital was just a tiny add-on to traditional campaigns. Digital marketers were the 'tech geeks' of the agency – not the creative heroes. I remember a friend telling me what happened when his tech team first presented advanced analytics that showed exactly how a campaign would perform. The clients loved it. It was like they’d seen how magic worked. (The creative director was less impressed. She felt like tech had stolen her thunder.) 

Today, digital is everything. WPP’s decision sends a clear signal: agencies must stop treating tech as a support function and integrate it into their creative heart. The agencies that embrace this change won’t just survive – they’ll dominate. And the good news is, we’re miles ahead of groups like WPP. 

Creativity amplified by technology isn’t a compromise; it’s our future.

Step 1 – Get Out of Your Comfort Zone.  If you're not already a tech yourself, collaborate actively with tech teams. Request to join cross-functional projects to better understand how tech drives creative success.

Step 2 – Learn a New Skill. Take advantage of our available training programs in data analytics, AI basics, and digital innovation. Even entry-level knowledge can dramatically improve your impact with clients.

Step 3 – Add Value. Incorporate tech insights directly into your project proposals. Suggest ways data and digital tools can boost the effectiveness of creative campaigns in meetings and pitches.

Step 4 – Move Up Faster. Proactively document and share examples of successful tech-driven creative outcomes within your team and with clients. Position yourself as an advocate for smarter, tech-enhanced strategies. It's people who make an impact who stand out.

(By the way, these four steps make up my Return on Marketing Career (RoMC) framework—more on that here.)

If you’d like to discuss your career journey with me one-to-one, please feel free to email me at [email protected] or message me on LinkedIn.

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