A new era of communications
In advertising, we’re all aware that change is constant. We do our best to take notice and move forward. I’ve recently noticed a change in how agencies attempt to leverage their skills and even expand upon their core competencies—without legitimate leverage or the ability to expand. Agencies used to tout their expertise in specific areas like advertising, promotions, medical education and public relations. Nowadays, agencies identify themselves as being communications experts—implying that they have expertise throughout ...