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Sir Martin Sorrell

The Tortoise Can’t Keep up with the Hare: A Response to Sir Martin Sorrell’s Call for a New Agency Model

Sir Martin Sorrell is spot on with his view that we need a new agency model. The "horizontal" approach he pioneered whereby agencies were encouraged to collaborate to offer clients a broader range of services, is being rendered obsolete. Today’s brands are crying out for more flexibility and dexterity in order to keep their business dynamic and relevant to those that really matter: their customers. These are qualities that cannot be attributed to the horizontal model. A strategy that is agiler, which focuses on data…