Agencies still at the forefront of creative advertising
Graham Kerr, Maher Bird Associates, argues that agencies are still in the best position to exploit the digital, interactive future
The proliferation of new media opportunities, the cornucopia of TV stations and the dawn of an age of information gatherers have all taxed marketing directors and their cohorts to the full. Advertising agencies, too, have had to adapt and evolve readily, quickly and succinctly to the changes thrust upon them. To date they have proved themselves worthy adversaries. However, probably one of the greatest challenges to the ethos and practicalities of...