Advertising's Guns for Hire
Concern within traditional advertising agencies is reaching critical mass. Even as everyone within the industry acknowledges that the business of marketing is changing at warp speed, no one seems to have any idea where it's heading. And despite a report which put worldwide advertising expenditures for 2006 at $599.5 billion, up 5.3% since 2005, there's a fundamental problem, according to Robert Coen, the author of that report and senior vice-president, director of forecasting, at Universal McCann.
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