Returning from a short break it seems from reading the various reports on the Omnicom win of McDonald’s in the USA that a recalibration of the agency/client business model has snuck up on us. There is a certain irony in the fact that even though industry commentators have for years been calling for a re-imagining of the business relationship between agency and client, as soon as someone does something about it the ink is barely dry on the contract before many of these self-same commentators are rubbishing the main planks of the arrangement.
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