When there’s been such a positive response from one of my previous blog posts it’s hard following it up, especially when I know I’m now going into far more uncharted waters for the traditional agencies. I apologise in advance for the length of this article, it seems too long for a blog post, and too short to cover everything, maybe i’ll have to get that book done. I’m going to talk about things that a traditional agency doesn’t do - R & D (I could almost sense an intake of breath there). But before that, let’s ease things in a bit, by looking at the roles that are utterly essential in larger integrated agencies but get overlooked as they’re a little bit ‘out there’.
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