Media Shops Face an Identity Crisis as Clients Move More Work In-house

The next round of big-budget media reviews has begun, and beneath it lies an existential threat to the established agency business model. Last summer's rumored wave is now a real-world tsunami encompassing billions in RFPs from brands like Marriott, Mars, McDonald's, Microsoft, Mondelez and more. But clients have learned from past mistakes; this time they're...

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