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How will the ad agency stay relevant?

By Eric Schaal on Oct 31, 2014

There have been memorials for the ad agency in the past, but it is clear the model is around (at least in some form) for years to come. Publishers have content studios to deliver custom material for brands, but big ideas and winning campaigns still come from the industry's best. What is certain is agencies must be more nimble than ever to stay relevant. Whether changes happen on the technology side or the creative side depends on the shop in question. "The Modern CMO and the Evolution of Agency Relevancy" will tackle the issue from multiple angles on the opening day of ad:tech New York. The case for thinking bigger In a recent post for The Guardian, Tom Goodwin, CEO of Tomorrow Group  suggested the biggest problem with ad agencies today is they are thinking too small and are obsessed with

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Veronica Roberts

"If you do not breathe through writing, if you do not cry out in writing, or sing in writing, then don't write, because our culture has no use for it." - Anais Nin "I write to taste life twice"--Anais Nin I am a wife, mother, educator, advocate who might occasionally--ok, more oft than not-- feel too much, think too much, cuss too much, over analyze, over-react, overly sensitive--but I don't know any other way to be--that's just me. If you find any of my articles witty, enjoyable, provocative, infuriating, aggravating, insightful or educational--then my work here is half way done.

Herbert Dyer, Jr.

Herb is a retired paralegal, and a writer based in Chicago. Herb also works part-time for National Able Network (a national nonprofit) assigned at the moment to Roosevelt University as a tutor to seniors and ex-offenders in computer skills, literacy skills, job-readiness skills, social skills (how to beat the "New Jim Crow.") He's been a freelancer for many years, appearing in such rags as the Chicago Defender Newspaper, Ebony Magazine, Essence Magazine, Emerge Magazine, the Washington, D.C. Afro-American Newspaper, the Pittsburgh Courier Newspaper, C.L.A.S.S. Magazine, the Chicago Reader Newspaper, Indiana State University Black Literature Forum, BlackTalkRadioNetwork.com, WVON-Talk Radio, Chicago, Voxunion.com, DissidentVoice.org. Of course, he's been working on the Great American Novel since birth. He's never appeared in any so-called mainstream outlet (and hasn't really tried) because....well, just read him and you will get the message. Herb is a Vietnam War veteran (U.S. Navy...He'd been drafted into the army, but quickly enlisted in the Navy hoping to avoid Vietnam. His ship's very first port of call after boot camp in San Diego -- DaNang Harbor, South Vietnam). Herb has a masters degree in Political & Justice Studies. He relishes any and all comments, criticisms, critiques.