The evolving role of the agency is at the center of this 4As.4sight episode with Mollie Rosen in conversation with WPP's Michael Frohlich. Moving beyond the "false choice" of being either a strategic advisor or an enterprise partner, Michael explores why the future requires both. From leveraging proprietary tech like WPP Open to the necessity of shifting toward outcomes-based business models, he shares insights on how agencies can integrate world-class creativity with data-driven results. Plus, he discusses why the next generation of agency leaders must move away from being "know-it-alls" and instead cultivate a culture of continuous curiosity, empathy and bold disruption.

As agencies navigate the tension between automation and human creativity, how can they maintain their edge? In this 4As.4sight conversation, Barkley OKRP Founding Partner Jeff King joins Mollie Rosen to explore the future of independent agencies. From moving beyond hourly billing to value-based pricing and building a tech-enabled "operating system" without losing the human insight that defines great work, this episode dives into how agencies can thrive as strategic, consultative partners in a rapidly evolving market.

What do modern CMOs actually want from their agencies? Join Casey Burnett of The Burnett Collective and Matt Kasindorf of the 4As to dive into the shifting expectations in the marketing industry. From the "CMO whisperer" perspective, Burnett explores how agencies can become and remain essential strategic partners. Discover why creativity remains the ultimate differentiator, the reality of AI implementation and why the most critical tool in an agency's arsenal might still be a simple phone call.