P&G is at the forefront of a movement among big advertisers who are looking to bring together talent from competing agency holding groups to work together on the same projects. This model can work says Hossein Houssaini, global head of programmatic solutions at Havas, and agencies should be open to trying it. But in order for it to work, Houssaini says that advertisers must make sure that the agencies they bring in are able to communicate freely and are informed about what’s going on for every stage of the campaign. In this interview, Houssaini also discusses what transformation means for agencies, and what they need to do to meet brands’ current demands and expectations. Filmed at New Video Frontiers 2018 in London.