The future of the agency service model

In this article Sir Martin Sorrell, chief executive of WPP Group, outlines the company's collaborative 'Team' model for servicing clients, as well as the challenges and opportunities presented by the digital revolution.

The future of the agency service model

Sir Martin SorrellWPP

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

Journalists and other provocateurs like to pronounce things dead, even if they're not. Looking at our own industry, a quick Google search gives us: 'Advertising is dead' (Huffington Post); 'Marketing is dead' (Harvard Business Review); 'The advertising agency business is dead' (Business Insider); 'The agency holding company model is dead' (AdExchanger); 'Advertising is dead, and advertising killed it' (FastCompany); 'Advertising...

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