Agencies needs to adjust to the new multiplatform reality by changing the way they do business and how they are paid, while marketers, if they expect shops to be held accountable for a brand's success, need to give them more say in price, packaging, distribution and other factors determining a brand's success, according to consultant Stephen R. Fajen. In this piece, Fajen also calls on the 4As and the Association of National Advertisers to establish a "blue-ribbon panel" to develop a new model for agency-client relationships.

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