Eugene Cheong challenges ad agencies to prioritize creativity over scale at Goafest 2026

At Goafest 2026, Eugene Cheong questioned whether bigger always means better for advertising agencies. His keynote challenged the industry’s long-held belief that growth depends on size, speed, and efficiency. Instead, he argued that the most valuable work now lies in original thinking and creative judgement.

Traditionally, agencies relied on a three-tiered model. A small fraction of their work won awards, another layer shaped cultural conversations, and most revenue came from routine execution. But AI is changing this balance. Automation is cutting down repetitive tasks, shrinking the demand for execution-heavy projects.

Cheong warned that average agencies face the greatest risk. AI competes directly with predictable, formulaic work—not the exceptional kind. Bureaucracy, he added, has become another major threat to creativity. It often smooths out bold ideas, stripping away the sharp edges that make work stand out. To survive, Cheong proposed a new model: the 'big little agency.' Large enough to deliver results, but small enough to stay agile and hungry. He stressed that future agencies must protect the behaviours that fuel creativity—curiosity, playfulness, idealism, intuition, authenticity, persistence, and courage. Without these, he argued, agencies risk losing their competitive edge.

The industry’s future value, according to Cheong, will depend less on scale and more on strategic imagination and taste. Agencies that focus on original thinking and creative judgement will thrive. Those that don’t may struggle as AI and automation reshape the landscape.