Why the Traditional Agency Model Is Struggling to Keep Up With Demand

A response to WPP's stock drop

The traditional agency model is outdated, which results in easily overwhelmed agencies. Getty Images

When Martin Sorrell made headlines earlier this month for blaming technology and zero-based budgeting for WPP’s worst stock drop since 1999, many marketers were surprised by his failure to communicate what many of us deem the real reasons behind their less than stellar year. Sorrell went so far as to state that his traditional agency model isn’t antiquated, a statement that has ignited heated debates within the marketing industry around the future of the agency model.

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Nick Phelps is CEO at digital creative agency RED.