Agencies aren’t platforms — and they never will be. Let’s not kid ourselves.
At best, they’ve dabbled in platform cosplay; a pinch of data here, a smidge of recurring revenue there.
But the idea that they’re about to shed their old-school holding company identity? Wishful thinking. Still, it’s a myth that just won’t die, enthusiastically recycled by holding company CEOs for years.
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The original post is at Marketing Archives – Digiday
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