By Charlotte McEleny

The agency model is being challenged more than ever and margins are being squeezed. This is a problem for agencies or networks and all sizes but, for independents, it can be a difficult environment to scale.

One option is to stay small, stick to what you are good at. Another is to sell, but this is increasingly less attractive as the big networks such as WPP, Publicis, Omnicom and IPG, also find themselves squeezed, striking less appealing deals with independents.

Alternatives are starting to emerge in the industry, one of which plays on an agglomeration model and goes by the self-explanatory name Read full story ›

Source: The Drum