Quo Vadis Agencies

The document discusses the crisis facing advertising agencies and argues that both agencies and clients share responsibility. It notes that agencies are under pressure due to their focus on billings rather than quality. Agencies are stuck relying on commission structures tied to media spending. This skews them toward advertising solutions rather than integrated brand communication. However, clients also favor quick advertising solutions over comprehensive brand plans. The document calls for agencies to reinvent their identity and business models, and for clients to clarify their expectations and take brand stewardship seriously.