Worldwide Partners, the world's most collaborative agency network, held their bi-annual summit in Chicago, USA last week. The theme of the event was NEXT, exploring the future of our agencies, our network and our industry. Over three dynamic days, attendees engaged in thought-provoking speeches and interactive sessions about innovation, collaboration, adaptability and more. Together, we navigated the challenges and opportunities that lie ahead, ensuring that our independent voices remain powerful and relevant in a rapidly changing market.

Here are 10 key takeaways from the three day Summit:  

1. Indies Assemble! 

The summit kicked off by celebrating the superpowers of independent agencies: agility, creativity, and a knack for ethical client connections. We're not just playing the game; we're changing it.

2. M&A: To Be or Not To Be Acquired? 

Agency owners dove headfirst into the M&A maze with insights from Lori Murphree and Doug Baxter. The big question: build an empire, or cash out and buy that private island?

3. AI: Your Creative Co-Pilot

Futurist Taryn Southern dropped some serious knowledge on how to make AI your creative sidekick, not your replacement. Think: less grunt work, more genius. Taryn also armed us with the "GRIPE" framework for killer prompts: Goal, Role ("act as…"), Identity of audience, Parameters, Examples.  

4. AI: Your Reality Check

Nilesh Ashra blew our minds by revealing that we're only scratching the surface of AI's potential. Through some simple yet invaluable tips (“Stop trying to use AI for facts, and instead use it for storytelling” and “Give it a role, tell ChatGPT ‘you are a __________’ to unlock it’s true potential.”) and live experimentation, Nilesh introduced us to the weird and wonderful promise of AI. 

5. Growth Gang Goes Live

The Great Pitch Company’s Marcus Brown led a live edition of a popular new virtual event within the network – Growth Gang. In this intensive 2+ hour New Business workshop, Marcus shared the ten most common mistakes agencies avoid or repeat when it comes to business development, invaluable and actionable advice for any agency leader focused on growth opportunities. 

6. Improv: The Ultimate Team Sport

Attendees participated in an improv workshop led by The Second City to enhance collaborative communication skills—vital for creativity, new business, and talent acquisition. We of course workshopped “yes and…”, the staple improv principle. But the team introduced us to a few other rules that are sure to help us in every business situation, including “don’t just wait to respond, listen to understand,” “you can’t create and edit at the same time” and the IKEA effect (we value what we help to create) applies to everything, not just affordable and stylish flatpack furniture. 

7. From Sizzle to Substance 

Search Consultant Stephan Argent didn’t hold back in sharing his advice for agencies: Stop leading with titles and meaningless sizzle reels; build relationships instead. Creds decks should be short and focused on securing the next meeting. Avoid generic descriptions like “integrated full service;” they aren't unique. Pitching should be engaging, client-focused, and authentic – skip the boring and show, don't just tell. 

8. Procurement Decoded

John Gleason, former P&G procurement executive, gave us the lowdown on how to navigate the procurement maze and build stronger client/agency relationships. He shared loads of great tips and insights, but the one that got literal hoots of support from the crowd: "Do not be apologetic about running a responsible business." Preach!

9. Influencerpalooza

A global panel of experts dissected the ever-evolving world of influencer marketing, exploring AI's impact and how to forge genuine connections with audiences. While influencer seems to vary greatly in different areas of the globe, everyone seemed to agree that TikTok is for fun and flashy, YouTube is for sales or downloads, and Instagram remains the ol’ reliable workhorse for both and more. 

10. Gallop's Grand Finale

The one and only Cindy Gallop, a true industry game-changer, closed out the summit with a keynote that was equal parts inspiring and provocative. Starting off her speech with fitting quote from Churchill – “Never waste a good crisis” – Cindy went on to explain why this is the exact right time to enact change, urging us all to communicate through demonstration by being it, doing it, showing it, and to embrace competitive collaboration. 

The speakers and insights were top-notch, it’s true. But oftentimes, the most valuable parts of our Summits are the ones most difficult to capture. It’s the conversations had while queuing up to grab coffee. Huddling under a single umbrella because you didn’t check the weather while packing.  Sharing sea sickness patches as you board the dinner cruise boat. Because at these events, everyone is surrounded by passionate, creative, independent thinkers who, within minutes, become family.

One attendee said it best: “Great speakers, great places, great organisation. But mostly amazing vibe. God I love this crowd.”