Terence Kawaja, CEO of Luma Partners, gave a controversial presentation at the 4A’s Decisions conference, where he compared agencies to cockroaches.
During the presentation, Kawaja discussed the media transparency issue that arose in 2016 after media agency veteran Jon Mandel made a speech at an ANA conference, alleging that many major holding company agencies had institutionalized various forms of rebates, kickbacks, and indirect payment models from media suppliers that were not disclosed to agency clients.
To make his point, Kawaja showed a short video from the movie “Pulp Fiction” that was redubbed and altered. The clip depicted agency executives as cheaters and portrayed them being punished for their wrongdoings. In the video, agencies were represented by a character who was strapped to a chair and shot to pieces by hitmen.
Kawaja then went on to offer some advice for agencies to survive in the industry, including embracing complexity, turning client opportunities into reality, and sharpening data and tech capabilities.
However, despite offering this advice, Kawaja made it clear that he does not have much care for the future of agencies.
In conclusion, Terrence Kawaja’s presentation at the 4A’s Decisions conference was a bold statement on the state of the agency industry and a call to action for agencies to change their ways and embrace the changing landscape. While some may take offense at Kawaja’s comparison of agencies to cockroaches, the presentation serves as a reminder of the need for transparency and accountability in the industry.
