If you ask today’s CMOs what keeps them awake at night, they’ll tell you it’s the lack of agility in their organisation. The inability to break out of those moribund processes of global account reviews, 10 month-long pitches and ponderous creative development.

The smartest – often themselves the disruptors – have found another way that’s quick, efficient and intelligent, while building for the long term – not the average five-year lifespan of the CEO. To do that, they need marketing partners who are on the same wavelength – quick, nimble, streamlined and seldom to be found at rest. Not so much the ungainly albatross, perhaps, as the sprightly swallow.