The new agency model might be brands doing agency work largely themselves, writes John Winsor, CEO of Victors & Spoils.

"Agencies no longer have a monopoly on strategy and creativity.Agencies used to live in rarified air, being experts at changing culture. Now, everywhere you look, the best, most interesting creative ideas are coming from people using the same tools agencies use or with new partners outside the agency world. Folks like Chipotle, Coke, Red Bull and GoPro have democratized creativity."