One Great Studio CEO Djuvane Browne says the traditional agency model must evolve as technology lowers barriers to entry and clients demand measurable results.
One Great Studio Company Limited is betting on specialised agencies, artificial intelligence and regional expansion as it seeks to build on its return to profitability.
Speaking on Taking Stock, CEO Djuvane Browne said technology has continuously transformed the marketing and communications industry, reducing the resources needed to produce content and making it possible for smaller teams to compete.
Artificial intelligence is accelerating that transformation, but Browne does not believe it will eliminate the need for agencies or human expertise.
Instead, he said pressure is mounting on traditional business models that depend heavily on commissions from advertising placements or charging clients according to the number of hours worked.
Advertising commissions have been under pressure as spending shifts away from traditional media, while AI is allowing agencies to complete some assignments faster.
One Great Studio has responded by concentrating on the outcomes clients want rather than the individual services used to produce them.
“We sell outcomes. We’re not selling the thing; we’re selling what the thing does,” Browne said.
Those outcomes generally fall into three areas: helping businesses attract customers, using technology to improve efficiency and influencing how a company or brand is perceived.
Browne said those needs will remain relevant even as the tools agencies use continue to change. The challenge is to evolve quickly enough to deliver the desired results at a price clients consider valuable.
Human-first, AI-native
One Great Studio describes its operating philosophy as “human-first and AI-native”.
Under that approach, people remain responsible for strategy, judgement and client relationships, while AI and other technologies are used to improve productivity and execution.
Browne said larger clients still want experienced professionals to guide them through decisions, particularly because marketing platforms and technologies change too quickly for many companies to follow while managing their core operations.
The company’s strategy is therefore to combine skilled employees with the best available technology.
Its organisational structure is also built around specialisation. One Great Studio operates as a house of agency brands, with different teams concentrating on areas such as search-engine optimisation, public relations, strategic communications, websites, digital advertising, social media, branding and creative services.
The agencies share centralised finance, human resources, administration and operational support. According to Browne, this allows each client-facing brand to develop deep expertise without duplicating back-office expenses.
The structure is also creating more opportunities for cross-selling. A client entering the group through DRT Communications, for example, can obtain social-media, website or advertising services from another agency within the group.
FarmHouse fills creative gap
One Great Studio added FarmHouse Creative to the group in August after working alongside the agency on pitches and client assignments.
Browne said FarmHouse had been on the company’s radar for approximately three years. Its creative work and aesthetics were particularly attractive because the output could “stand up on a global stage”.
The acquisition filled a gap in One Great Studio’s creative capabilities while adding capacity to meet growing demand for social-media services.
Rather than building a new department one employee at a time, the transaction gave the group an established team that was already familiar with its processes.
Browne said potential acquisitions must complement the group’s existing services and involve people who share its values.
Investments begin to pay off
One Great Studio’s revenue increased 17 per cent during the first half of 2026. The group also moved from a J$15-million loss in the corresponding period to a J$24-million profit.
Browne attributed the turnaround to investments made during the previous year, including the acquisition and integration of DRT Communications and the development of the group’s shared-services operation.
DRT now contributes approximately 30 per cent of group revenue, he said.
One Great Studio has also reduced its headcount compared with the previous year while using technology to deliver services more efficiently. Its centralised support structure has allowed the company to add FarmHouse without a similar increase in operating expenses.
The company reported approximately J$9 million in profit during the second quarter, excluding the benefit of a roughly J$10-million one-off item recorded in the first quarter.
Browne said the group has produced quarter-over-quarter improvement during the last eight quarters.
The company’s priorities for the remainder of 2026 include growing its existing brands, assessing further acquisitions, developing AI-related services and increasing the amount of work performed for existing clients.
One Great Studio also sees significant potential in serving companies that operate across several Caribbean markets.
Browne said the group is already managing digital campaigns spanning 20 to 30 territories from Jamaica, eliminating the need for clients to hire a separate agency in every country.
The strategy is ultimately based on scale: specialised client-facing agencies supported by one operating infrastructure, with technology helping the group deliver more services without increasing expenses at the same pace.
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