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In April, Bob Greenberg, CCO of R/GA, addressed the management conference of the American Association of Advertising Agencies in Scottsdale, Ariz., and told attendees the long-established brand team is insufficient for today’s competitive media market. He didn’t exactly ring the death toll for traditional agencies, but it was a cautionary tale for those willing to listen.
The 58-year-old remembers a time when he was virtually laughed at for his prognostications. In earlier days it was about computer graphics, then the Internet.
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