Future of the ad agency: Beyond the millennium

Martin Sorrell

An important review by the head of WPP of the strategic and structural issues facing advertising agencies in the next century.

Future of the ad agency: Beyond the millennium

Martin Sorrell on the structural and strategic issues facing advertising agencies in the next century

Martin Sorrell
THE 21ST CENTURY will see advertising continuing to grow faster outside the United States than inside, with Central and Eastern Europe, Asia Pacific, Latin America, Africa and the Middle East all becoming more important. It will also see marketing services, market research, public relations and specialist communications growing faster than advertising throughout the world. While overall there will be significant and continued growth in both advertising and marketing services, the real opportunities for our clients...

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