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Using Colored Tape To Mark Your Spackle
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If you think the prospects for agencies are challenging right now, look ahead five years.

Some 320 marketing and agency leaders did just that, painting a bleak portrait of 2019 in an anonymous survey from RSW/US. The most cynical marketers predicted the agency world will become very niche, nonexistent or extinct, and an agency executive even admitted that future shops will be in disarray.

In short, survival will hinge on digital capabilities. As one agency honcho put it, For the few left standing, its an online world. Said another: Survivors and there will be few that make the transitionwill all be digital shops.

More sanguine respondents expect agencies to be analytical, digitally focused and data-driven, with some behaving more like general contractors than ad makers.

Successful shops, said a marketer, will become very flexible with third party contractors supplementing the skills the agency may not have. Another marketer added that shops will bring in lots of specialists preferably the best specialistto execute against individual tactics.

Such partnerships are already emerging, with agencies as diverse as Young & Rubicam and Mindshare introducing new technology companies like Interlude and Wochit to clients. Marketers are becoming more and more accepting of that sort of a structure, Mark Sneider, president of RSW/US, told Adweek. This [technology] thing is moving so quickly, you cant at the end of the day expect a single agency to be so on top of it.

Reebok, Acura, MetLife and Hilton were among the marketers represented in the survey, which was conducted online in December. The agency sample included execs from shops like Leo Burnett, DDB, JWT and Y&R.

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Survey Predicts a Bleak Future for Agencies

by MARIE SAAVEDRA

WFAA

Posted on January 13, 2014 at 10:58 PM

Updated yesterday at 11:00 PM

ARLINGTON Imagine pouring yourself a cool glass of gritty grass clippings. Not appetizing, right?

Unfortunately, thousands of North Texans are now getting water out of the tap with a similar smell and taste.

"Like, if somebody was to mow their lawn and get part of the dirt area you know how it flies up and theres that smell? thats exactly what it tastes like and it smells like," said Rachel Pann of Arlington.

H20 with an earthy odor is now pouring out of her faucet. She noticed it Sunday night after making iced tea with her husband.

"He took the first taste and he said, 'Wow, this tastes like dirt... this tastes off,'" she recalled. "He dumped it out, made another one... same outcome."

Now that soil-scented water is everywhere in her dishwasher, shower, and in thousands of other homes.

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Tap water takes on unsavory flavor in Tarrant County

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