Chief Marketing Officers and their colleagues in procurement have been driving down agency remuneration for more than a decade. Simultaneously, they have been growing Scopes of Work, experimenting with digital and social marketing.
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Michael Farmer is the author of Madison Avenue Makeover: The Transformation of Huge and the Redefinition of the Ad Agency Business, to be released in June 2023. He also wrote the award-winning Madison Avenue Manslaughter, an inside view of fee-cutting client… read more
