People in media agencies are sometimes guilty of the sort of short-term behaviors they hate in their clients. Look online or in the trade press and you’ll see a queue pontificating on the latest gadget, the newest tool or today’s management insight. And then just when you think you’ve grasped what the agency community thinks, or wants from … well, whatever branch of their supply chain -- poof! We’re onto the next thing, and last week’s fervent and urgent pleas have been forgotten. Most of the rest of us just get on with it, plodding steadily onwards, with any luck (if the wind is in the right direction) making progress in our area of expertise.
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