This is an overdue post on a collaborative effort led by industry collaborator Sarah Hall and Ketchum colleague Stephen Waddington called FuturePRoof, and organised by the UK PRCA and the industry's global trade body, ICCO. 

Below is a link to one of the project's outputs, a white paper featuring views from a cross section of agency leaders (including me) on the eight drivers of change in our industry. 

Give it a look and let us know what you think.