Today, my entire workflow is built around collaboration. I work with different agencies, independent creators and media specialists across various time zones and together we build campaigns that are faster, sharper and often more original than those a traditional setup could deliver.

This 'new way' of working isn't about rejecting agencies. It's about rethinking how we work within them. I believe that the future belongs to creative ecosystems, not empires.

From Central Control to Collective Creativity

Traditional agencies were built for consistency and scale, but that comes at a cost: bureaucracy, high overheads and the frustration of good ideas being stifled at times. It is no longer optimal or practical as a model for all agencies.

Decentralisation changes the game. Instead of one agency trying to do everything, we now have interconnected teams where strategists, for example, are based in Windhoek, designers in Cape Town, social specialists in Bali, etc., all working together in real time. It's faster, more diverse and much closer to how the modern world actually operates.

Brands no longer have to rely on one agency, but via their agency can tap into a network of highly skilled specialists. This level of collaboration happens through shared tools, digital platforms and trust. Payment structures are simpler, attribution is clearer and creative ownership is shared.

It's not just about efficiency. It's about unlocking and allowing creativity.

Helping Agencies Adapt

Interestingly, many of the agencies I now work with are leaning towards this approach. They’re moving from closed systems to open networks, forming partnerships rather than competing for every piece of the work. My role often means helping them shape flexible teams that can grow or shrink depending on the needs of each brief.

Agencies that embrace decentralisation are discovering new energy. They're leaner, more responsive and better equipped to meet brands where they are.

A Hybrid Future

In my view, the future of advertising and media won’t be entirely decentralised or centralised; it will be hybrid. Big agencies will still exist, but they'll operate more like creative marketplaces, curating networks of collaborators rather than controlling every process.

The real power will lie in connection: the ability to bring together the right mix of people for the right project at the right time.

For me, this shift has been liberating. It's made work more human again. Less about hierarchy, more about shared purpose.

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*Image courtesy of contributor