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HAS AGENCY CONSOLIDATION HELPED, HURT OR HAD NO EFFECT ON YOUR BUSINESS?
The frenetic pace of agency consolidation—it is estimated that more than three-fourths of total adspend is or will soon be controlled by agencies owned by one of the four giant holding companies—has not sparked discontent among the top U.S. advertisers. The study reveals that more than one-third of respondents found that consolidation has helped their business. Most, 46 percent, said it has had no effect.
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