The change agencies need

Traditional holding companies continue the long-held practice of consolidation, but their track record of driving value and efficiencies can no longer address the vulnerability that lies at the heart of their proposition. Advertising is changing, and most agencies aren’t, at least not quickly enough, or in the right ways.One might say traditional agencies have been slow to react. It would be more accurate to suggest that they may have never seen it coming. Big TV budgets and treasure