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In order for the Advertising Agency business to succeed in the coming years there is a need to make some changes. It's no different than a Doctor telling a person with high blood pressure or a person with high cholesterol how to get healthy. There is a need to make some changes in their lifestyle! There is a need to find a way for agencies to flourish in a world where there are far too many choices for media consumption facing the consumer and far too many ways to spend dollars to reach those consumers with advertising. Conversely, with the increase in opportunities, there is fragmentation.
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