Is the traditional client–agency model now out of date?

This article predicts that continued recession may mean the demise of the traditional advertising agency.

Is the traditional client – agency model now out of date?

Will Harris

One of the most tantalising observations about the new technologies is that we tend to overestimate their effects in the short term, and underestimate them in the long term. I say tantalising, because if you apply this thinking to the impact of the digital revolution on the business of marketing, you run the risk of forever declaring false marketing dawns, just as the rest of your peers are celebrating a new age of marketing.

For the last five years, possibly even for as many as ten, people...

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