It seems as though my previous musing on the quick and nimble advertising agency may be in need of reform.  Even large advertising agencies can adapt. The essence of an agency is to create new strategies according to changing environments.  The advent of internet marketing was supposed to create a level field for all agencies to compete (sans Google).  However, large advertising agencies are paid for uncommon thought.  Instead of outright competition between the Davids and the Goliaths, large agencies are bracing for the future through Co-opetition.


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