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Agencies must alter their course if they plan to be competitive in the future marketplace
At David Ogilvy’s memorial service last month, one of his former protƒgƒs displayed no trace of nostalgia for the industry he had abandoned. He now happily makes a small fortune doing equity-flavored Internet consulting.
“Agencies just can’t seem to adapt to what’s going on,” he mused. “They aren’t really valued as creative business partners anymore.”
Why? The irresistible rise of the Internet as both a medium and a cultural phenomenon has cracked the veneer of value that many agencies peddle to their clients.





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