Branding Your Agency in a New Environment

Allen Rosenshine discusses how agencies can best do business in the context of rising internet use - and the bursting of the dotcom bubble - in this 2002 4A's (the American Association of Advertising Agencies) speech.

Branding Your Agency in a New Environment

Allen Rosenshine

In this keynote address, I promise that you are going to hear something unusual. You are going to hear a speaker actually talk to the subject. Most of the time, we pay lip service to our assigned title and then segue into areas we might actually know something about. But today, I'll stick with “Branding Your Agency in a New Environment” because I think I do know something about both parts of this title, that is, “branding your agency” and “the new environment” in which the agency business finds itself.

However,...

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