We work in a complex agency landscape, increasingly populated by boutiques with a narrow focus and the promise of deep specialisation. In theory, a blended model of generalist and specialist agencies should have all bases covered in addressing the ever-increasing range of client needs, driven chiefly by the complex digital and tech space. In reality, devising, matching and managing the right models has become an at-times overwhelming challenge for our industry and, in the search for efficiencies, has become a deeply inefficient beast with implications on us and our clients.
We see agencies tangling themselves in a world obsessed with matching the right structure to the needs o
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