The future of the agency model is in the hands of the disruptrepreneurs
Eight years ago, Martin Sorrell pointed out how journalists like to pronounce things dead, even when they’re not. Sorrell was talking about the death of the advertising industry in general and the death of the holding company in particular.
Despite the media doom-mongering, there are now six global advertising brands, including Sorrell’s former home, WPP, with an increased share of the ad market worth tens of billions of dollars.
However even if they are not yet dead, I believe we have now passed peak mega ad group. Why?
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