Evolving agencies' mission

Rosenshine, Allen
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, special section ps8
Trade Publication
This article emphasizes the need for advertising agencies to create exceptional brands to provide asset value for their owners. Regardless of the category of goods or services that offer new levels of information and new models of distribution, consumers will still make selections based on how a product fits into their lives. By creating a personal value for the consumer, a brand creates asset value for the client. Advertising agencies should continue to be the source of the creativity that turns brand strategy into consumer communications, regardless of the medium.


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