Recently on LinkedIn, Curt Munk of Tracy-Locke reminded us that the roles inside agencies are transforming fast. The work we do today spans far beyond traditional advertising, it now requires understanding customer behavior, commerce strategy, data, and brand experience all at once. Our jobs look different because the industry itself looks different.
He also highlights the pace of change: new tools, new technologies, and new expectations from clients who need faster, smarter, more adaptive solutions. Agencies can’t rely on old models anymore. We have to move with the speed of the market, embrace emerging capabilities, and rethink how we deliver value.
And his new title is proof that the shift is already here. By elevating strategy inside the organization, Tracy-Locke is signaling that modern agencies must evolve at the leadership level too. To succeed in this new landscape, you need a partner built for what’s next — one ready to adapt, innovate, and lead through the change.
