While agencies frequently advise clients to buy search terms to raise their online profile, it appears that relatively few shops are heeding their own counsel. Craig Conrad, director of account development and marketing at Interpublic Group's Campbell-Ewald, Waeren, Mich., said: "It's very difficult to recommend certain things to your clients if you're not in the game yourself. So often we're focused on our client business [that] sometimes it's easy to forget about our own brand."

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