Who's going to sit at the client's top table?

Jeremy Bullmore looks at the history of integrated communications and who will supply this in the future.

Who's Going To Sit At The Client's Top Table?

Jeremy Bullmore

Future historians of our trade will be baffled. Towards the end of the 20th century, more and more marketing companies were converted to a belief in seamless, all media, 360, harmonised, orchestrated, integrated communications. And at exactly the same time, the purveyors of those communications disintegrated completely.

Advertising agencies have always developed in response to client demand. So why, historians will wonder, was client demand for integrated communications met, paradoxically, by supplier ...

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