The Power of Frictionomics

The case for productive friction between brands and agencies.

85% of senior brand leaders want their brief challenged.
Only 37% say they get it.

Building on from the ‘Bridging the Gap: Redefining the value
of agencies’ report launched in association with the IPA earlier this year, The Power of Frictionomics explores what productive friction between brands and agencies looks like, how it works in practice, and the better work, stronger relationships and commercial value it brings.

What you’ll learn:
📈 Why the best brand and agency relationships are the most productively uncomfortable
🧠 Where friction is missing: the brief, the value of thinking, the messy middle and price
🛠️ Four moves agencies can make this quarter to turn creative tension into commercial value