Pattison: 'long-term planning is essential'

IPA sends wake-up call to agencies of the future

by Joanne Payne Brand Republic 03-Jan-07, 16:10

LONDON - The Institute of Practitioners in Advertising has warned agencies that they will have to adapt to shifting consumer trends over the next 10 years or face crashing revenue drops, encouraging agencies to invade 'non-traditional' advertising space or 'face a shrinking business future'.

The message is contained in the report 'The Future of Advertising and Agencies: A 10-Year Perspective', with the overriding message of the report warning agencies to get to grips with emerging...

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