Agility can be summarised as the need for speed in bringing an offer to market, as well as driving growth. Today, however, the idea of ‘agile’ calls for a greater level of sophistication.  Events of the past two years have forced brands to rethink their approach to meeting market demands. 

The arguments around in-housing have moved on from whether it’s right or wrong for brands and onto more nuanced considerations, as OLIVER’s Sam Jacobs, &Friends’ Matt Carroll and ITV Creative’s Tony Pipes discussed with LBB’s Laura Swinton.