ABSTRACT
To paraphrase the great Orange campaign, the future of advertising is bright, the
future is digital, but new ideas are constantly emerging. Many global advertising
agencies are establishing secondary agencies to explore and maximize digital and
integrated advertising – for example, Ogilvy One from Ogilvy & Mather. Other, new
agencies are revolutionizing the industry by being smaller, more fluid and compact
to offer clients a more flexible integrated service – Mother, Iris, Publicis and Glue.
