DDB Needham chief wants to get back to calling the marketing tune

Article Abstract:

Advertising agencies are losing their place in the development of brands and marketing strategies and losing revenues. Agencies need to reinvent their structure, hire executives with different skills from most advertising executives and discover new revenue sources. Advertising agencies must fight to be in charge of their core competency, the development of ideas.

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Agencies are out in the cold as the ad world changes its ways

Article Abstract:

Ad agencies are facing decline due to commission reductions and erosion of agent/client relationships. The 1997 closure of the accreditation system prompted many clients to renegotiate their contracts, offering agencies substantially lower fees. Agencies are also having to compete with a rising number of management consultants entering the advertising market.

Australia

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