#38: How AKQA EMEA Is Evolving Under WPP Integration and AI Transformation — Geoff Northcott

This week on Agency Business, Olivia Morley and Brian Wieser speak with Geoff Northcott, CEO of AKQA in EMEA. Geoff's been there 18 years, building a career at the intersection of creativity and technology. From launching Nike+ campaigns to opening offices around the world, his path reflects AKQA’s dual commitment to craft and innovation.

Now leading one of AKQA’s three global P&Ls, Geoff describes how the agency is evolving after a period of major change. Its founder stepped down, WPP reorganized AKQA into three regional structures, and a new global CEO arrived with a consulting background. Geoff explains what this new model means in practice, how AKQA is integrating more tightly with WPP platforms like WPP Open, and why the role of AI is reshaping both client work and staffing models.

He also reflects on the enduring tension between autonomy and scale in creative agencies. While AKQA has moved away from its studio-level P&L system, he argues that the new structure maintains entrepreneurial energy at the local level while giving clients access to the full depth of the network.

Plus, News of the Week, with analysis of the headlines impacting agencies today:

• A raid at Hyundai and LG’s battery plant in Georgia and its potential impact on cross-border talent
• Stagwell canceling a London event amid scrutiny of its work for the Israeli government
• The Trump administration’s reported plans to ban pharmaceutical advertising on television

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