Great article about the role of agencies with the advertising industry and how they are ready to take the lead.
"...it's clear that digital agencies have proven their value, not to mention their ability to innovate, inspire, and create the big idea."
I think this is particularly true, as the agencies are the ones who will be dropped by the clients if they aren't constantly innovating and producing the best creative and ideas. They are the ones pushing things forward, competing with each other for the work and only the best are going to get the work.
http://adage.com/digitalnext/article?article_id=140498
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