, Columnist
The Folly of the Mad Men
Mistrust will push brands into the arms of Google and Facebook
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For an industry that hinges on sensing the zeitgeist, the world's biggest ad agencies aren't handling a slow-burning controversy over their U.S. billing practices with much finesse.
Ad firms such as WPP and Omnicom need to win back the trust of big brands like Coca-Cola, Ford and Unilever quickly or risk eroding their most profitable business, namely placing ads for clients on TV, radio or online.