The New Era Of Advertising Agencies: What Agencies And Clients Must Do Differently To Succeed

With expectations of agency performance increasing (i.e., linking agency performance to client in-market performance), the agency compensation model being disrupted, and new, leaner competitors cropping up, one could argue that the golden years of agencies are over. To better understand this shift, I recently talked with Alexei Orlov, Global CEO of Rapp. What makes Orlov?s perspective interesting is that, having spent most of his career on the client side (was the CMO of Volkswagon, China prior ...