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  "description": "In a market where competitive advantage barely lasts a year, agencies are being pushed to behave like tech companies but without losing the one thing technology can’t replicate: trust.",
  "path": "/why-speed-scale-and-trust-will-decide-the-future-of-agencies/",
  "publishedAt": "2026-06-02T08:57:46.000Z",
  "site": "https://www.thesubthread.com",
  "tags": [
    "collapsed to somewhere between 12 and 18 months",
    "Subscribe now"
  ],
  "textContent": "There was a time when companies could rely on a competitive advantage lasting five to 10 years. In today’s market, it is thought that the window has collapsed to somewhere between 12 and 18 months.\n\nFor agencies, the implications are profound.\n\nWhen Eileen Kiernan was chief executive officer of IPG Mediabrands, she used that statistic as a “rallying cry” to help the media network and its 18,000 employees understand the “urgency” with which the organization needed a culture that was better equipped to manage change.\n\n### This post is for subscribers only\n\nBecome a member to get access to all content\n\nSubscribe now",
  "title": "Why Speed, Scale and Trust Will Decide the Future of Agencies",
  "updatedAt": "2026-06-05T13:46:49.654Z"
}