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digital age has also encouraged marketers to gravitate towards full-service agencies

We are moving to a world of full-service again because increasingly the agencies that make the difference are the ones with quality planners that are truly media neutra

boutiques have to own a space of pure creativity

lients set agencies specific targets based around their business objectives

There does seem to be a bias within ad agencies towards either a need to make great TV films or to offer you a creative digital response to a brief even if you have not asked for it

Remuneration models, agency structure and how they integrate with other agencies is in a state of flux and agencie

cost and scale might rule a marketer’s head

Dubit and Kids

arger traditional agencies tend to concentrate on “high profile, shock-tactic campaigns for big charities just to get noticed

Guided Collective’s model

eid has developed an alternative “collaborative mode

200 independent consultants who are

The Next Door agenc

ingle-agency P&L

WPP’s Ogilvy Mather’s Ogilvy Noor division, which specialises in Islamic branding and marketing

80% of those surveyed feel that digital agencies are too fragmented and specialised an

design MyWalmart.com, to h

salon-quality care at cheaper prices.

r demand-building strategy,

LegoClick." Elements of the campaign included an online community for inventors and artists, an awards show to celebrate the creativity of kids and an iPhone app that Legofies photographs

Unilever's Klondike brand, Via created a crowdsourcing model to come up with creative ideas and cost-effectively execute a wave of national TV spot