Creative agencies have mastered the requirements of integrated campaigns, from TV to online video, ad banners, email marketing, Facebook, Instagram, and websites. This creative accomplishment is especially noteworthy given the huge volumes of work involved (the typical creative has to generate as many as 300 pieces of work per year). It's a pity, then, that this victory is being undermined by price-cutting strategies that leave agencies understaffed and underpaid. Senior executives need to create winning business practices; they're currently losing the business war.
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