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I agree to a certain extend but not entirely... (No surprise) The core skill should be brilliant story-telling and this discipline needs to be streamlined to ensure it delivers the highest quality possible. But the activation of ideas has become so complex, that clients expect their agencies to be as integrated as possible. Agencies or department/disciplines from the same agency/group will find it easier to work seamlessly together than competing agencies. And this will make clients' lives easier, and so it is a valuable proposition. However, each discipline within an agency need to be at least as good as the specialist ones, if not better, or the value will disappear. I'm sure there are plenty of people who agree - to a certain degree at least...
Koenieboomboom is now following Wieden + Kennedy London
Jul 27, 2010
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Jul 27, 2010