By Gareth Moss
A few macro-drivers will create huge change in 2016. The first of these is consolidation within agencies, within groups and between groups. The landscape is too busy at the moment and a degree of consolidation is inevitable.
Convergence vs Specialism – will brands buy the scale of a converged agency group or seek out the deep-specialisms of smaller players? Or will larger converged agencies need to collaborate with specialists? The question may become one of trust and how much a client feels they can get excellence in one place.
Production vs Consulting – There are already factions in the Read full story ›
Source: The Drum