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Agency start-ups: the same only different? – A view from Maisie McCabe

The unique circumstances of the coronavirus pandemic have seemingly proved fertile ground for start-ups, all promising a new take on how they do business.

Creative Content Works. Friendly Giants. Motel. Other. Platform. ScienceMagic. The Constellation Collective. The Ninety-Niners. 10 Days.

The random agency-name generator has been hard at work spewing out specimens over the past month. The people behind the new shops claim to be tearing apart the agency model. Or say they are not even agencies at all. One can get you from brief to a finished ad in 10 days (no prizes for guessing which one that is). And many are going to lean on agile networks rather than build vast armies of retained staff.

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But it’s rare that agencies start w


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