Enshrined Ideals
What's the secret to handing an agency on to the next generation? Hint: Stock ownership is only a beginning
Dennis Altman
Scratch an agency founder, and you are liable to get a pageant. It is a great experience. All you have to do is ask how their shops got started. It is a story they love to tell; their eyes flash as they lay it out. And it is a wonderfully polished yarn because it has been perfected over time. You might even want to take notes. These tales run rich with lessons in marketing, creative, and client-handling....