The new agency shape.
The agency stops being organised by channel (a social team, a web team, an SEO team) and starts being organised around clients’ moments. Most roles survive but change their job. Three are new.
Roles that change.
The craft is the same. The job it’s accountable for is new.
Sells outcomes, not hours, and prices the Selection Line.
Accountable for Win rate, margin, and the agency’s own Score.
Stops quoting day rates. Starts reading the agency’s own Loop on Monday.
Owns each client’s grid of moments and the quarterly plan.
Accountable for The client’s Score and the renewal.
Stops managing a list of deliverables. Starts every client meeting with the moments that moved.
Finds and evidences the reason to choose.
Accountable for The BrandGraph and the positioning.
Stops writing decks that get filed. Starts writing the one sentence every build quotes.
Runs a fix across whichever channels the cause lives in.
Accountable for Fixes shipped on time, on scope.
Stops chasing approvals in email. Starts shipping one fix across five channels in the same week.
Direct and finish what the studios draft.
Accountable for The idea, the taste, the finish.
Stops doing the hundredth resize. Starts spending the time on the first one.
Reads the Score, the receipts and the money.
Accountable for Proof of value.
Stops reporting reach. Starts writing receipts a finance director can check.
Roles that are new.
Two inside the agency, and one at the client, without whom nothing is believed.
Owns what the brand is allowed to say. Gathers proof (reviews, case studies, data, coverage), keeps claims honest and signs off Pre-flight.
This used to be nobody’s job. Now it’s the rung where most brands fall.
Sets up and tunes the work that runs while people are away: which jobs Roc runs, how far it goes before asking, which playbooks it follows. Checks what it did.
One per agency, often part-time.
Not an agency hire. One person at the client who signs off the facts and the difference.
Without them, nothing is believed.