The future structure of agencies

The advertising agency model is now entering its Third Wave. Integration will become a reality, driven by the growth in digital media consumption.

The future structure of agencies

Tim HippersonG2 Joshua

Digital media consumption is at a tipping point, forcing advertising agencies to adopt a new Third Wave model. Those that don't adapt now will not survive.

A couple of years ago, there was much talk of the need for change among agencies. More than just the traditional lip service paid through restructure, but a fundamental shift in how the advertising industry does business. It was impossible to pick up a trade magazine without an article mentioning the future structure of agencies. The problem being that the conversations and column inches were,...

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