This week on Agency Business, Olivia and Brian speak with Emma Armstrong, CEO of FCB New York and global transformation officer at FCB.

Emma shares how FCB’s structure gives local offices real autonomy, and how her newly formalized transformation role helps scale innovation across the network. She reflects on how her team built a strong creative reputation, why agency operations must evolve alongside new pricing models, and how FCB New York has maintained just 10% voluntary turnover for three years running.

She also discusses:

• How AI is reshaping lower-funnel work, but not brand fundamentals
• Why the project-vs-retainer debate misses the bigger picture
• The business case for culture and psychological safety
• Her perspective on in-housing, the Oliver model, and evolving client collaboration
• How agency leaders should think about succession and structural change

• WPP’s appointment of new CEO Cindy Rose, and why the board remains the key power center
• Whether Rose’s tech and sales background will help the holding company reverse its trajectory
• If Dentsu’s continued turnover and losses could signal a future divestment
• Updated data from Madison and Wall showing between 2 and 3% growth across top independent agencies despite macro uncertainty

Reach Out

Agency Business features agency CEOs and financial decision-makers alongside third party experts including agency pitch consultants. We are always accepting pitches, and are particularly interested in hearing from women and leaders of color.

Email us!

📩 Brian at [email protected]

📩 Olivia at [email protected]

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