Advertising Agencies: A Crisis of Legitimacy
Melanie McMillan The Brand Business Pty. Ltd.
This article is based on a study conducted in 1999, considering the challenges posed to the Australian advertising industry by communications technology and globalisation. The research included a survey in which 257 companies and individuals, both client and agency, participated.
The new millennium's consumer is knowledgeable, cynical and selective no passive recipient of media messages. Technology's transformation of communications and consumer behaviour is challenging longheld advertising industry conventions and practice. The outcome is a crisis of legitimacy for the advertising industry, perceived as...