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If you think the prospects for agencies are challenging right now, look ahead five years.
Some 320 marketing and agency leaders did just that, painting a bleak portrait of 2019 in an anonymous survey from RSW/US. The most cynical marketers predicted the agency world will become very niche, nonexistent or extinct, and an agency executive even admitted that future shops will be in disarray.
In short, survival will hinge on digital capabilities. As one agency honcho put it, “For the few left standing, it’s an online world.”
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