If ad agencies want to regain their position as valued contributors to a company's success,
then they must also help their clients focus on promise
delivery. If agencies only care about making the promise and not about helping
ensure that the promise will be kept, then they are shirking their
brand-building job. It is, after all, the synergy between promise and
performance that represents ultimate success and that's true for the agency
and the client.
So is advertising dead/dying, or merely having temporary breathing problems?
I'm very Interested in learning what readers think.