The case for the advertising agency

In this influential investigation of the agency model, 4A’s (the American Association of Advertising Agencies) chairman Marion Harper asks if the modern advertising agency provides an effective service to American business.

The case for the advertising agency

Marion Harper4A's Chairman

Ladies and Gentlemen:

(Introductory remarks)

A title like “The Case for the Advertising Agency” could provoke one of two reactions, Either you're going to think the speaker is feeling defensive about the role of advertising agencies and feels the need to enter a plea in its behalf; or – and this is the reaction I hope you will have – the case for advertising agencies has reached a point of such unassailable strength that a practitioner can't refrain from presenting it.

But I do believe that it is useful to...

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