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.
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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
