Why Agencies Need to Put the Focus Back on Their Clients and Marketing Outcomes
Taking a business approach to the industry
There needs to be more of a focus on the outcomes and client instead of the agency model.
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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.
This story first appeared in the Sept. 2, 2019, issue of Adweek magazine. Click here to subscribe.
