Why Agencies Need to Put the Focus Back on Their Clients and Marketing Outcomes

Taking a business approach to the industry

City with traffic jam and pollution
There needs to be more of a focus on the outcomes and client instead of the agency model. Getty Images

In 1960, Harvard Business School professor Theodore Levitt launched the age of modern marketing with a Harvard Business Review article where he wove a powerful argument, saying that companies should stop defining themselves by what they produced and instead reorient themselves toward customer needs.

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This story first appeared in the Sept. 2, 2019, issue of Adweek magazine. Click here to subscribe.
Florian Adamski is the CEO OMD Worldwide.