Advertising is a business game, played with great intensity by advertisers, agencies and holding companies in competition with one another. Forget about partnership; that's a myth from the past, when everyone focused on creating great work that drove growth in media spend and gains in brand market shares.
Michael Farmer is the author of Madison Avenue Manslaughter: an inside view of fee-cutting clients, profit-hungry owners and declining ad agencies. An updated third edition will be published in February 2019.
Farmer has an MBA from Harvard Business Scho...