Takeaways
Relationships get you in the room. They don't keep you there. Range across disciplines, not just depth in one, is what lets a team walk into a room and actually get the problem quickly, rather than seeing it through a single lens.
Measure success by the client's outcomes, not your own output. It's easy to get comfortable reporting on the metrics of the work itself - clicks, opens, conversions, and deliverables shipped. Those only matter if they connect to something bigger: revenue, growth, the actual health of the business.
Integration over specialization. For the last decade, the industry leaned into specialization - a shop for social, a shop for media, a shop for every channel. It made sense at the time, but now, we're betting the next decade belongs to integrated partnerships that understand the whole business. Fewer partners, more accountability.
So, What Now?
Outcomes decide who stays in the room, for clients and agencies alike. If you're the client, ask your agency one question: Are they reporting on the work, or on your business? If you're the agency, ask yourself the same thing before your client does.
Like What You Heard?
Striking Stats
90% of clients prioritize total value and long-term business ROI over upfront low cost when choosing an agency partner. (4A’s & ANA).
84% of Chief Marketing Officers say they are reducing the number of external agencies they work with in favor of integrated, full-service models. (WFA & MediaSense)
73% of CMOs report feeling frustrated that agency partners focus on vanity metrics (like impressions or reach) instead of directly connecting marketing activity to core business metrics like revenue and pipeline. (Agency Analytics)
Lightning Round
CEO and Founder Jeremy Heilpern was featured in The Independent Advantage: Redesigning Around the Client’s Problem in Roastbrief.
Global Chief Operating Officer, MD Europe, Renaye Edwards was featured in The Trust Economy: Marketing in the Age of AI-Generated Sameness in From Day One.
Chief Client Partnership Officer Evan Levy was featured in The Shiny Penny Test: Measuring Client Relationship Health Before the Numbers Say So in Roastbrief.
Chief Strategy Officer Kelly Heilpern bylined The 2026 World Cup Showed Why Culture Doesn’t Live in a Brief in WARC.
Melanie Hatcher, John Searles, and Rebekah Mull celebrated their 1-year Ammoversaries.
Ammunition welcomed Evan Levy, Chief Client Partnership Officer, featured in Adweek, and Johann Ibarra, Vice President, Client Partnerships, to the client partnerships team, reflecting the agency's continued investment in leadership as it scales across North America and Europe.
