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No. 0368
Published
Media Buying Briefing: Linda Boff on the power of independent agencies, and the need for financial discipline
Why it matters
Former GE CMO Linda Boff argues independent agencies win by staying client-first and financially disciplined rather than chasing scale, a direct counterpoint to the holdco consolidation narrative. It's a client-side perspective on why smaller, leaner shops can outperform on trust even without holding-company resources. Good companion read to the WPP turnaround piece for anyone tracking the agency-model debate.
The source
Digiday
Media Buying Briefing: Linda Boff on the power of independent agencies, and the need for financial discipline
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