Have advertisers (and their creative agencies) run out of ideas for improving their relationships? Over the past 30 years, we've seen chronic reductions in agency fees, the growth of scopes of work (SOW), the elimination of agencies-of-record (AOR), the rise of in-house agencies, an increase in agency reviews and, recently, the introduction of "serial project assignments," likened to dating arrangements with boyfriends who never commit. What's going on, here?
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