ARF History
Rebuilding the Agency of Record for the AI Era
KEYNOTE
Rebuilding the Agency of Record for the AI Era
Bob Lord – President, Horizon Media Holdings; Interim CEO, Horizon Global
Bob Lord (Horizon Media Holdings; Horizon Global), presented a new vision for the agency’s role in an AI-powered advertising ecosystem during this keynote. He explained why agencies must rapidly modernize, adopt open tech stacks, become AI-native and shift the AOR (agency of record) model from inputs and scope to measurable brand growth. Agencies are not correct about AI. It is not about cost cutting. AI reveals the inertia of the current agency model, and AI innovations should be used to create new agency models that ensure client growth. There are four “fundamental truths” for the AI era, outlined below. These truths are simple but hard to implement. 1. Transparency is not optional. Agencies must be able to explain how decisions are made, not just what decisions are made. 2. Real growth occurs when performance and incentives align. The incentive model needs to tie agency performance to business performance. Additionally, agencies need to provide instant campaign measurement to clients. 3. Data and technology point solutions are no longer enough. Agencies should build a unified platform operating system for their clients. 4. Most importantly, open systems beat closed, proprietary systems. Agencies must offer their clients best-in class data and technology partners to spur innovation. Agencies should not force clients to use agencies’ proprietary systems and technology.Key Takeaways
- The current agency model is antiquated. Campaign reporting is too slow, and marketers face a disconnect between what agencies measure and what boards and businesses need.
- The agency/advertiser payment model needs to tie performance with incentives.
- An “open ecosystem” with an AI focus will enable collaboration as well as driving growth and innovation.
- There is a gap between optimism and the execution of AI. Although 91% of agencies say that AI will fundamentally change advertising, only 28% say AI is deeply integrated into their workflows today.
- AI will enable agencies to become growth partners with their clients. “It isn’t an evolution, it’s a marketing reinvention.”
- Research & Data Quality
- Article
AUDIENCEXSCIENCE 2026
ARF’s annual AUDIENCExSCIENCE conference showcased the most urgent challenges and recent breakthroughs in audience measurement. Industry leaders gathered in NYC March 18-19 to examine the rapidly changing intersection of AI, marketing, media, and consumer insights. As AI shifts research workflows, alters measurement systems, and changes consumer behavior, we explored new insights on how audience measurement is adapting to rapid change. Read the executive summary of the conference and the top presentation highlights here. For detailed key takeaways of each session, see below.
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