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Priorities for the Post-Agency Market: How Marketers Can Succeed as Agencies Fade

Davis Brand Capital, October 2008

The post-agency era is upon us. With staggering speed and efficiency, consumer preferences and digital technologies have coalesced to create a broad and deep cultural demand for direct relationships. In this disintermediated market, do we need go-betweens at all? The current global financial crisis and the downstream fallout of historically low consumer confidence and spending will reshape the advertising industry dramatically. But it will only speed what was already underway. Major marketers continue to express growing frustration with agencies’ inabilities to navigate the new consumer and media landscapes, and are finding the agency business model less compelling than ever.


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