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Over the past five weeks, our Uncovered series has looked closely at IPTV, search, gaming, mobile and user-generated content. But what impact will all this new technology have on the structure of agencies? Deborah Bonello takes a look.
The advance of the internet is creating the biggest challenge agencies have faced since the 50s, when television appeared on the media scene. As the pace of change persists, how can advertising and media agencies - companies founded on the creation and trading of traditional advertising and media models and currencies - adapt to such a fundamental shift?
Over the past couple of months, Campaign's 'Uncovered' series has ...