Kate Ross, co-founder and Managing Director of eight&four Group, recently joined Higgle: The B2B Sales Club Podcast to share her insights on how marketing agencies can stay competitive in the fast-changing world of AI.
Having started her agency at just 24, Kate has built a distinctive company culture—one that even includes her personal love for wine—showing how authentic leadership and passion can shape brand identity.
Key Takeaways from the Episode
- Evolving with AI – Agencies must adapt to AI advancements to stay ahead. As technology continues to reshape the landscape, standing still is not an option.
- Standing Out in a Crowded Market – With technical prowess becoming a key differentiator, agencies need to define their unique value and go beyond just creative flair.
- Consultancy is Key – Modern marketing requires more than execution; consultative roles help guide clients through tech transitions and decision-making.
- Internal Barriers to Tech Adoption – Legal and structural complexities within client organizations can hinder the rollout of new technologies.
- Automation and Its Trade-Offs – While automation improves efficiency, it risks diluting quality and authenticity—an area where smaller, agile agencies can stand out.
- The Power of Human Storytelling – Despite AI's capabilities, human emotion and creativity remain essential to crafting impactful campaigns.
- Navigating Hype vs. Reality – Kate cautions against believing the narrative of full industry automation, advocating instead for a nuanced, problem-solving approach.
Balancing Tech with Humanity
Kate believes the future of agencies lies in blending strategic consultancy with responsible AI adoption. This means welcoming internal debate, maintaining transparency, and supporting teams as they navigate change. Most importantly, it means never losing sight of the human element that makes great marketing truly resonate.
To hear the full conversation, listen to Higgle: The B2B Sales Club Podcast here.
