Fantastic piece Dennis. It will be interesting to see how some agencies adapt and some don’t.
This is an issue that affects all designers, not just at the agency level. I wrote about some of the same ideas on a more micro, freelance designer level.
In that context, this change is even more dramatic. If you’re a solo freelancer, it’s not just a matter of hiring business strategy talent, it actually learning and applying it yourself!
But that’s where the best value is, so that’s where the best designers will evolve.