The internet killed the old model, but its virtues are now coming back to the fore, where strong campaigns focus on one central creative idea, not several
• This topic will be discussed at this year’s Guardian Changing Media Summit
Over the past decade, technology has developed faster than ad agencies. As a result, the sector saw the birth of many specialist shops offering expertise in “niche” mediums, such as social or mobile. But agencies are now catching up and clients can once again get most of what they need under one roof.
Related: The creative director is dead – long live creativity
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