Prepr’s Agency Talks are exclusive video interviews with top agencies, where industry experts share key insights and invaluable tips. To highlight today's interview topic, let's use a quote from Jouko: “What is a very good proposition today, may be outdated tomorrow.”
Jouko discusses with Bas van Bokhorst, how cultural and creative industries can stay relevant in a rapidly changing market. Greenberry is a strategic design agency focused on social domains, including sustainability, education, and energy transition.
Main discussion points:
- Market trends and challenges: The impact of insourcing and AI
- Greenberry's adaptation strategies: How they stay ahead
- Tech trends: Exploring headless CMS technology
- Optimizing client relationships: Best practices for long-term partnerships
- Staying Updated - Tips from Greenberry on keeping up with industry changes
"A preview function in a CMS - this is a feature within your content management system - is important for editors to see adjustments before going live and is a critical functionality often missing in Headless CMS solutions.” Bas van Bokhorst
Key topics and takeaways
Insourcing and artificial intelligence
Bas highlights a trend that's both a challenge and an opportunity: more organizations are doing traditional agency work in-house, reducing agencies' billable hours and value. However, this shift allows for new ways of working together. Agencies like Greenberry should act like coaches or trainers, helping clients improve their own teams. Greenberry’s "Embedded Agency" model exemplifies this; they place team members within the client’s organization for ongoing support and development.
Another dominant trend is artificial intelligence, a topic dominating discussions everywhere, yet as Bas explains, it's a double-edged sword. It offers productivity gains but also threatens jobs in creative fields like copywriting. For agencies like Greenberry, which work with social organizations and governments, managing AI ethically is crucial. They prioritize data security, compliance, and responsible AI use as part of their commitment to sustainability as a B Corp.
