Debunking The Consolidation Myth

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new york The specter of consolidation has hung over the ad industry for years, threatening to take work away from the many and hand it to the relative few. And while that trend continues, the pendulum recently has swung on the creative side, with some marketers shifting away from a single lead-agency approach and toward using multiple shops.

The decentralized approach is nothing new: Coca-Cola once employed more than 20 agencies globally and continues to share the wealth.

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