What are the steps that creative ad agencies can take to rekindle revenue growth? We recall that agency fees have been under downwards pressure for quite some time due to brand globalization, client obsession with "shareholder value," the rise of procurement, the fragmentation of media, the scrapping of AOR relationships and the stagnation of brand growth. These factors have driven fees downwards and reduced the length of client relationships. The agency scramble for new business has pitted agency against agency in an industry price war. Where is this headed? Can any agency "break out" of this deadly cycle and join the Madison Avenue Makeover Club? Is there a way to restore ad agency revenue growth?
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