Sector Focus 

Advertising’s new era

Advertising’s new era

Students at the Business School of Buckinghamshire New University* have been set an assignment: what does the media agency of the future look like? Vic Davies, a course leader at the university, thinks the answer is agile, constantly learning organisations; fleet-footed and adept at meeting the challenges of a new era in marketing. A description that is everything WPP (WPP) is not.

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