Eight considerations for the next generation of agencies

Agencies must drive internal change in order to help their clients succeed at a time of rapid evolution in almost every marketplace.

The next generation of advertising agencies, believes Jon Wilkins, will need to do a “much better job of representing the people they desire to communicate with.”

But the executive chairman of Karmarama, a London-based division of Accenture Interactive, has to look no further than McCann/Tel Aviv’s work for furniture retailer IKEA to get a glimpse of that future.

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