Shufen Goh, Co-founder and Principal at R3, spoke at APMF 2018 in Bali, Indonesia, on the tectonic shift that has shaken advertising agencies from all directions. The presentation, titled ‘Why Aren’t We (Agencies) Sexy Anymore’, highlighted how marketers are moving chunks of traditional agency territory in-house, the growing trend of splitting work into projects, and the fierce competition agencies face from consulting firms.
The theme of APMF 2018 was centred on encouraging bravery and leadership to challenge convention in the advertising industry. The conference invited innovators and business leaders to take part in a collective effort to discover ground-breaking ideas in the world where old business models are fast becoming obsolete and skillsets are rendered irrelevant.
