Marketers say their agencies do not bring much to the table when it comes to pitching social-media marketing strategies, according to a survey of more than five dozen companies in North America, France and the U.K., from TNS Media Intelligence/Cymfony. "I think traditional ad agencies have very little contribution to make," said Bryan Simkins, a FedEx marketing specialist. "They are mostly driven by their compensation models which are made for closed media. Those models don't apply in open media."
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