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Will Brands and Agencies Ever Get Along?
By: Dwayne W. Waite Jr.
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As if the tension between brands and  agencies couldn't get hotter, more information and conversation about the need for agencies has come up yet again at Cannes. Reuters reports that there are over 13,000 professionals discussing the future of the marketing industry.

The agency world is being attacked left and right. Media and ad reviews are the highest ever, with this year being the total of the past three years combined. Another source mentions that if agency costs are reduced to the overall brand consensus, total agency revenues could dip 10 percent.

That's not good news.

But unfortunately it is not like the agency world is being unjustly scrutinized. Some practices can rightfully be deemed out of date, and the communication between brand and agency must improve.

And brands must balance costs and revenue worries with maintaining a healthy and trustworthy relationship.

We are approaching dire straits. 

If this doesn't work out soon, the marketing industry loses. No one wins.


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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