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Clients are increasingly seeking more seamless ways to advertise to consumers, and therefore are asking their creative and media partners to work closer together on campaigns, if not consolidating all efforts with one agency or holding company.
“Over the past few years, the biggest change in collaboration we’re seeing in general [across all brands] is coming from clients,” said Droga5 chief marketing officer Colleen Leddy. “Clients are helping to unite the agencies, set the right expectations and push for the best across their entire team.
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