The modern advertising agency is dead. Long live the modern advertising agency.
Agencies are effectively mercenaries, independent entities hired to help a business conquer a market. That has always been the case and will remain the case in 2018. But recent pressures on agency business models are forcing these shops to shift how they serve clients and prove their worth.
“The modern agency is going to have to really shift away from communications and messaging as the sole driver of rev
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