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The marketing services world is in a state of revolution. Depending on who you talk to, that revolution is just beginning or has been raging for some time. But without a doubt, advertising agencies and marketing service firms are feeling the need to change to better meet their clients' needs.
This new era in marketing is changing relationships between agencies and clients. In his recent book "The End of Marketing As We Know It," author and former Coca-Cola chief marketing officer Sergio Zyman writes about why he changed Coke's approach from using a single agency to contracting with various creative talent firms instead. Coke has not been alone in this process.
According to the American Marketing Association, there is a growing trend among businesses …