A Slice Of... The Role Of The Design Agency Is Changing (No. 30)

Episode • Dec 16, 2024 • 7m

The role of the branding & packaging design agency is changing & agencies need to adapt.

This episode is an offshoot to the normal podcast. Instead of critiquing specific brands we going to look at more general advice for brand owners looking to make their brands stand out.

I plan to do one of these each month as an extension to the usual podcast.

In this episode we look at how the role of the packaging design agency is changing.

The design agency of the past was a creative powerhouse, revered for its artistry, craftsmanship, and ability to shape culture through eye-catching campaigns. But fast forward 10 to 20 years, and the role of the design agency is being challenged from all sides. In-house teams are growing, AI is accelerating processes, and clients’ expectations are shifting. It's no longer about creating the "prettiest" design—it's about impact, agility, and results. This transformation is redefining what it means to be a design agency in the modern era.

Gone are the days when a design agency’s core offering was limited to print ads, TV spots, and packaging. The traditional agency model revolved around proprietary processes, secret "big ideas," and long-winded pitches that dazzled clients with their creativity. Today, this model is being deconstructed.

The role of the agency has become more consultative, with a need for greater agility and hyper-specific expertise. It’s not about offering a “one-size-fits-all” process but rather tailoring every approach to fit the unique needs of the client. Agencies must now act as strategic partners, innovation hubs, and change agents—not just creators of beautiful imagery. Clients demand smarter, faster, and more impactful results, and agencies that cling to outdated models risk being left behind.

The role of the design agency is not dead, but it’s certainly different. Clients now demand more strategic thinking, faster turnaround, and greater accountability for commercial impact. AI is automating the labor-intensive parts of the process, while in-house teams are taking on more creative work themselves.

But here’s the sweet spot: Agencies such as here at Slice, operate as your external, in-house agency. We’re not bound by outdated agency models or rigid processes. We’re flexible, agile, and tailored to each client’s unique needs. We combine in-house efficiency with external perspective, ensuring that every solution is strategic, creative, and built to drive results.

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