Who's Going To Sit At The Client's Top Table?
Future historians of our trade will be baffled. Towards the end of the 20th century, more and more marketing companies were converted to a belief in seamless, all media, 360, harmonised, orchestrated, integrated communications. And at exactly the same time, the purveyors of those communications disintegrated completely.
Advertising agencies have always developed in response to client demand. So why, historians will wonder, was client demand for integrated communications met, paradoxically, by supplier fragmentation?
Back in 1964, when Admap was born, clients who needed help with their marketing knew whom to turn to first; there was no hesitation.