The rise and fall of the advertising agency
Philip Beeching and John Wood
We are fortunate enough to have attended several marketing conferences around the world over the last year and there seems to be a recurring theme: senior marketers are standing up and saying advertising agencies must change. In this article, we take a look at the pressures on advertising agencies to adapt, and what a 21st-century agency might need to look like, to truly support its clients' needs.
THE WAY IT WAS
Advertising, in all its guises, existed in a remarkably stable and fixed state for...