In our urbanised societies, the management and regulation of traffic and pedestrian flows is of considerable interest for public safety, economic development, and the conservation of the environment. However, modelling and controlling the collective dynamics of vehicles and pedestrians raises several challenges. Not only are the individual entities self-propelled and hard to describe, but their complex nonlinear physical and social interactions make the multi-agent problem of crowd flow and traffic even more involved. In this chapter, we purport to review the suitability and limitations of classical modelling approaches through four examples of collective behaviour: stop-and-go waves in traffic flow, lane formation, long-term avoidance behaviour, and load balancing in pedestrian dynamics. While stop-and-go dynamics and lane formation can both be addressed by basic reactive models (at least to some extent), the latter two require anticipation and/or coordination at the level of the group. The results highlight the limitations of classical force-based models, but also the need for long-term anticipation mechanisms and multiscale modelling approaches. In response, we review new developments and modelling concepts.