Ad agencies must embrace change or become its victim

Fitzgerald, John
March 1990
Marketing News;3/19/1990, Vol. 24 Issue 6, p10
Trade Publication
The article focuses on the need for advertising agencies to embrace change to survive the implications of changes in the advertising agency industry. One of the changes that affect the industry is the emergence of creative renaissance that relates to the advertising craft. The expectations and attitudes of clients are anticipated to get harder and they will demand for higher accountability levels.


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