Future of the ad agency: How will agencies adapt to clients' changing needs?

A client perspective on the future of the client-agency relationship. The article looks at the role of agencies in the 1970s and 1980s, and how this has evolved in the 1990s: then rise of media independents, clients becoming more experienced and demanding.

Future of the ad agency: How will agencies adapt to clients' changing needs?

Samantha Smith, marketing director at Demon Internet, provides a client perspective on the future of the client/agency relationship. Smart agencies will get more in tune with their clients' internal priorities

Samantha Smith

WHAT DO clients want from agencies? Do agencies have a clear idea? To address these questions, this article begins by looking at the role of agencies in the '70s and '80s and how this has evolved in the '90s, before exploring the area of agency and client relationships today. Integrated solutions and their place in...

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