Too much structure obstructs: Ogilvy's Reitermann

In the past, big retainer relationships meant "you’re basically paid to be there", he said. Now, the agency is moving on to project-based or performance-based relationships which are "actually good" to really deliver value for clients.

Reitermann still believes in a discipline-centric structure, but feels that disciplines exist more to provide functional expertise to support client teams, and not the other way around, because in many agencies, "structure gets in the way of doing the right things" for clients.

Watch the video for the full interview.