Thanks Lionel Goh. My hope is that the article drives debate and discussion on the role and relevancy of the advertising agency and its business model. Globally you’re correct in regards to timing. Here in Australia we already have a number of agencies on the ropes financially and we will see some go under in 2016 I think.
You’re totally correct — alignment of goals and objectives could be a way to provide longevity. Perhaps we could align the financial rewards of an agency to the business outcomes delivered? What are your thoughts on additional ways to drive alignment?