The holding agency model is so last century

The modern CMO’s growth agenda threatens the very existence of the current agency holding model, according to the latest Forrester report (Agency Holding Companies Need a Brave New Business Model). And the message is quite clear: change or face extinction.
 
There is a lot of sense in the key findings of the report. The days of using in-house trading desks to prop-up profits while many holding company creative agencies’ lost their way are coming to an end, and their grip on mark