The agency of the future

Stan Rapp, U.S. editor of Admap, reckons that the ad agency of tomorrow will be very different from today's.

The Agency of the Future

Stan Rapp

Speculating about the future has always been hazardous. It is why William Preece, former chief engineer of the British Post Office, is remembered today for his most famous goof. When Alexander Graham Bell came to him with a big idea, Preece took a look into the future and shot back, 'England has plenty of small boys to run messages. The telephone is unnecessary.'

Better luck next time William!

Every now and then one of us gets it right and even dares to predict the next 'next thing.' Back in 1990 – in a...

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