Observed Signal · Apr 20, 2026 · Panel Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Agencies Must Prioritize Partnerships Over Fees
An ADWEEK Adspeak/Brandweek panel featuring Nadja Bellan-White (Group CEO, M&C Saatchi), Coltrane Curtis (Founder & Managing Partner, Team Epiphany) and Kern Schireson (Chairman & CEO, Known), moderated by Alison Weissbrot, argued that traditional, fee-based agency models must be reinvented. With tightening client budgets and AI changing workflows, the panel advocates shifting to incentive‑aligned partnerships tied to outcomes, deeper specialization, empathy-driven client relationships, and shared accountability. Practical tactics discussed include embedding test‑and‑learn budgets, understanding board‑level KPIs, deploying agile “tiger teams,” and using a “Three Ideas Framework” to manage risk and build trust. The discussion frames these changes as necessary to create resilient, high-performing agency‑client relationships in a rapidly evolving marketing environment.
Agency business-model change affects how marketing budgets are structured and how agencies are compensated; recommendations (incentive alignment, specialization, AI workflow changes) are relevant for agency strategy but do not report a major platform policy change or large transaction.
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Key Takeaways & Evidence Grounding
- ADWEEK's Adspeak / Brandweek episode hosted a panel moderated by Executive Editor Alison Weissbrot.
- Panelists were Nadja Bellan-White (Group CEO, M&C Saatchi), Coltrane Curtis (Founder & Managing Partner, Team Epiphany), and Kern Schireson (Chairman & CEO, Known).
- Panelists argued legacy fee-based agency models are increasingly non-viable and recommended incentive-aligned partnerships tied to outcomes.
- Recommended practical strategies include embedding test-and-learn budgets, understanding board-level KPIs, deploying agile 'tiger teams', and using a 'Three Ideas Framework'.
- The panel emphasized deeper specialization, human connection, empathy, and shared accountability as foundations for modern agency-client partnerships.
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