Why Big Agency Names Aren’t Nearly as Relevant as They Once Were

Many struggle with self-promotion in a rapidly changing industry

The holding company model and client-dedicated units have hastened the decline of once-potent agency brands. Getty Images

Advertising pioneers like J. Walter Thompson and Raymond Rubicam built creative empires that dominated the industry for decades. That era may be nearing its end.

This story first appeared in the October 22, 2018, issue of Adweek magazine. Click here to subscribe.
@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.
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