The business has struggled to articulate its purpose in a changed market or even why it needs to exist as a brand.
The era of media agency domination is over. It's finished. The model that sustained media agencies and fuelled the profits of the big six holding companies over the past decade is broken.
The pursuit of big clients is forcing agency groups to choose their partners more carefully because the stakes are higher.
Is in-housing a more efficient alternative to traditional shops, or is it having a detrimental effect on creativity? Campaign talks to Simon Martin, founder of in-housing agency Oliver.
Accenture showed it was serious about moving into marketing services in 2017. It must prove it can win business in 2018, writes Campaign UK's head of media.