"What Could Be the Agency 10 or 15 Years From Now? I Would Not See the Agency Being the Centre Part. They May Not Even Be Called Advertising Agencies. A Core Business, a Communication Consultancy, That Does Co-ordination. It Gets Involved in Understanding What Your Long-term and Medium-term Objectives Are on Brands and Products.
They Understand What Profitability You Are After, and Within That They Will Recommend How You Should Split Your Money. Then Once They Have Done That, They Use Those Specialist Units".