An omni-discipline approach will crack the converged worlds of media and retail | Marketing Agencies Association partner zone | The Guardian

Here’s a rather interesting article by Simon Hathaway at Cheil that outlines the challenges faced by advertising agencies as they face a future of an every channel matters world. It seems that we’ve spent the last twenty years creating increasingly complex structures in the specialisations of the agency world, and now we ask where the ‘big picture’ people are within the agency world. Those akin to conductors of an orchestra.

 An omni-discipline approach will crack the converged worlds of media and retail | Marketing Agencies Association partner zone | The Guardian.

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