Why things go sour

Jackson, Kathy
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM2
Trade Publication
This article presents the results of a study which examined the basis used by business enterprises for the selection of efficient advertising agencies in the U.S. in 1999. Survey respondents think advertising agencies have been slow to integrate marketing activities such as the Internet, merchandising and event planning into more traditional mass-media activities. They also predict further consolidation in the number of agencies with which they expect to deal in the future. And the big winners among agencies will be those with the ability to help their clients build global brand equity, according to the survey. However, it also suggests there are not many who can.


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