dmexco 2026// dmexco 2026 · Agencies Stage · Sept 23, 5:45 pm
How AI and a new marketing system disrupt the status quo.
Budgets shrink, AI is everywhere and yet barely moves the numbers, and the agency model built for the last decade is coming apart. Kevin Tiedgen on where marketing still creates value, what it will deliver next, and how agencies and clients will work together.
Kevin Tiedgen
Founder & Managing Director, Tied and Frank
// The talk in three questions
Impact level
Budgets keep shrinking and the red pen sets the strategy. Only 3% of CMOs can explain more than half of their spend through marketing ROI. Netflix shows the alternative: weekly model updates, always-on experiments, and results delivered exactly when decisions are made.
Action level
65–81% of teams already use AI, yet most see little measurable impact. Two thirds cite missing skills, and 55% of AI output gets reworked or redone. Without standard operating procedures, AI does not scale. Marketing with system.
Process and culture level
The consulting pyramid gives way to the obelisk: fewer layers, smaller teams, more leverage. AI Facilitators design the workflows, Engagement Architects turn output into strategy, Client Leaders own the relationship. People are the biggest hurdle and the key component.
// The slides
The market data behind the budget squeeze, the Netflix measurement case, the Consulting Obelisk and the three calls to action — marketing with results, with system, with humans.
// Speaker
Founder & Managing Director, Tied and Frank
Kevin builds marketing organisations that run on data, systems and AI. With Tied and Frank he helps agencies and brands replace the pyramid with a leaner operating model: fewer layers, clear processes, and measurement that arrives when decisions are made.
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