WAMA presents – The Great Debate: Is the traditional agency model…out?

Are we paying for agencies that deliver generalist mediocrity? Is it time to pivot to working with expert teams in-house or through niche partnerships? Or are agencies still the providers of expert creative strategy, media planning, and campaign execution that help us stand out in competitive markets and drive measurable results?

• Date: Friday 7th of November 2025
• Time: Doors open at 7am for a 7.30 – 9.30am event
• Venue: Fraser’s Restaurant, Kaarta Gar-up, 60 Fraser Ave, West Perth WA 6005
• Topic: The Great Debate – Is the traditional agency model…out?

The stellar debate panel includes:

Affirmative

With 16 years in advertising, Georgie has worked in creative agencies ranging from 4-person teams to 100-strong operations. She’s partnered with global giants like Apple Music, Coca-Cola and Skittles, as well as government, not-for-profit and local brands (name it, she’s probably worked with them). In London, she launched GTX, the in-house agency for GAY TIMES, the world’s largest LGBTQI+ publication, building authentic brand partnerships worldwide. Having seen the cracks across every scale of agency, Georgie is driven to challenge tradition and redefine impact.

With over 15 years of marketing experience, Hayley has built a career turning purpose into powerful brands. In her current role, she drives impact in some of WA’s toughest social issues. Having worked both agency and client side, she’s seen the traditional agency model from every angle - and isn’t afraid to call out its flaws. Quick-witted, fearless, and debate-ready, she’s not just joining the conversation - she’s here to win it.

Luke O’Sullivan has spent 20 years in advertising—long enough to see agencies overpromise, and short enough to remember when “going digital” meant looping in the IT guy. With experience on both sides of the fence and across continents, Luke brings a 360° view of what makes the industry tick (and what makes it trip). He’s here to argue that the traditional agency model has run its course—and that the future lies in hybrid teams: sharper skills, broader capabilities, and the agility to deliver what clients actually need.

Negative

Tim has spent his career exploring a diverse spread of the creative employment spectrum. He’s been an AWARD School winner and is now the head of AWARD School in WA, he’s cut his teeth in independent agencies, and Creative Directed at global agency VML. In the past six months Tim’s creative adventure has led him to St John WA, where he now jointly heads the in-house creative department as a Creative Director. At every part of his journey, Tim has helped create award-winning creative work for clients like The WA Police Union, WA Ballet, Western Power, Kit Kat, Luma, RAC, Anglicare WA, Gauge Roads, DFES and more. Tim is passionate about purposeful, ethical brands and inspiring client and agency alike to push creative boundaries with their work and have fun doing it.

Liam is a strategist, writer, and professional sceptic of overblown industry obituaries. With experience spanning big networks, indies, and consultancy-style outfits, he’s seen every “death of agencies” headline and remains unconvinced. Specialising in attention, effectiveness, and the business of creativity, Liam argues that agencies are less dinosaurs and more chameleons—constantly adapting, rarely extinct. A regular industry commentator with a taste for evidence over hype, he believes agencies’ ability to gather talent, solve complex problems, and create impact at scale makes them indispensable. Today, expect arguments as sharp as his disdain for lazy clichés.

Anne Gribble is a dynamic and strategic leader who ignited her consulting journey in 1998. Today as CEO of Clarity Communications, she fuses bold vision with deep experience in branding, communications, market research and strategy to elevate organisations and sharpen their reputations.

Passionate about storytelling that moves minds and markets, Anne partners with clients locally and globally to reveal resonant brand truths, mobilise stakeholder trust, and fuel business growth.

Beyond the boardroom, she thrives on building teams, mentoring emerging communicators and driving lasting impact.

Know what’s Happening Next — before everyone else does.

Get App

Host or Publisher WAMA