The rise and fall of the advertising agency

Philip Beeching and John Wood

Philip Beeching and John Wood, from Beechwood, take a quick look at advertising agency structures in the 1960s, the pressures they are currently facing, and what a 21st century agency needs to do to truly support its clients' needs.

The rise and fall of the advertising agency

Philip Beeching and John Wood

We are fortunate enough to have attended several marketing conferences around the world over the last year and there seems to be a recurring theme: senior marketers are standing up and saying advertising agencies must change. In this article, we take a look at the pressures on advertising agencies to adapt, and what a 21st-century agency might need to look like, to truly support its clients' needs.

THE WAY IT WAS

Advertising, in all its guises, existed in a remarkably stable and fixed state for...

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