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Entry no.: 891

9 Nov 2009, 8:47 AM

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Comments: 0

Advertising Commodity

Advertising agencies, which had a lock on the client relationship when I started in the business, became a commodity business. Preoccupied with producing TV commercials, the agencies continued to make a lot of money, but they lost that gatekeeper role.

—Alan Siegel.

I keep hearing about advertising commoditisation on the local market as well, from A-list advertising entrepreneurs and communications services groups' regional management alike.

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