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Size still matters in our world. After all, an estimated two-thirds of all marketing dollars flow through agencies that major holding companies own.
The big guys don’t hold a monopoly on big ideas, however. Larger forces, like advancements in technology, have eliminated old barriers to competition for smaller, more entrepreneurial companies. Also, major marketers once sold on the virtue of consolidating their business at an established shop have embraced the concept of splitting their business among upstarts.
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