Point of view: It's a great time to go it alone

One of the major shifts in attitude since 2008 has been from the desire to work for a large company, to owning one yourself.

Point of view: It's a great time to go it alone

John WoodwardPublicis Worldwide

There have been many interesting shifts prompted or accelerated by the great crisis of 2008 and counting. The shift from East to West; the shift from cold countries to hot countries. The revalorisation of production; the palpable rejection in many markets of high earning. But one of the most interesting from an advertising point of view is the shift from aspiring to be in big companies to aspiring to own your own.

It used to be that only a big company had the resources to...

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