Agency scopes of work, like American waistlines, have ballooned during the past several decades, driven by clients' insatiable appetites for digital/social work and accepted by their agency partners, who are keen to demonstrate their integrated capabilities. Agency fees have not kept up with the workload growth. Has it been worth it? Advertisers' sales have been flat for more than a decade, and agency staffs are severely overworked. The bloated scopes of work are not delivering value for either advertisers or their agencies.
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