The Case for the Full Service Agency
Archibald Foster
We are gathered here this morning to discuss together how the changing needs of advertisers are being met, and my part of this program is to state the case for the Full Service Agency. Within the context of the program for this workshop, it would seem that I am cast as a lone voice pleading for the status quo, and that it could be expected of me to take a highly defensive stance, speaking as I do for the 4A's, whose membership is limited by its By-Laws to full service agencies....