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Thanks to digital transformation, there are myriad ways to reach consumers, and these new channels have revolutionized not just how advertising is conceived, executed and distributed, but who makes it. Then add to the mix shrinking ad budgets, shifting agency models and the rise of big data and analytics. Together, they are shaking up the established power players behind the ad-making game. To wit, in March, J. Walter Thompson eliminated the role of chief creative officer, saying it was “reimagining the future of the agency.”
So, how best to future-proof a career in advertising?
“You have to ask lots of questions,” says Tim Leake, the chief marketing officer and svp at RPA.
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