ADGEEK
What winning pitches teach an agency about growth
Havas executive Tracey Barber connects new business, network transformation and client demand to the commercial choices behind agency growth.
The conversation
Tracey Barber discusses the move from winning pitches to changing how a global agency network creates value. Drawing on her work at Havas and experience as a non-executive director at the UK Ministry of Defence, she considers what genuine transformation requires.
The conversation covers Havas’s Village model, India’s place in the network, the commercial deployment of Converged.AI, client and pitch decisions, and why clients may choose an advertising agency over a management consultancy.
Key Takeaways
- Barber connects the discipline of winning pitches with the broader task of changing how an agency network creates value.
- She discusses how to distinguish structural transformation from a relabelled version of an existing model.
- The conversation examines Havas’s Village model, India’s place in the network and the commercial deployment of Converged.AI.
- Barber considers why clients may choose advertising agencies over management consultants.