is it just me or do even the “better” agencies feel like the projects are more based on “client service” rather than creativity? Some of these briefs feel so corporate

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Just my opinion, but creativity has become a commodity due to holding cos. Any client can go to any agency and get the same work. The only thing left to win business became faster, cheaper work that just gives the client what they ask for, not what they need.

Agencies stopped being partners and became execution vendors. That's why the W+Ks of the world are still the gold standard -- because they have standards.

I think the death of the holding company is long overdue. And while I don't want a single person to lose their job in that culling, I do think indie agencies with individual styles of work will be the future. We'll return to shops that become known for their creative style and not their scopes.

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Definitely a lot of opinion and not much fact in your statement here, so I like how you prefaced with that. There has always been agencies that “gave clients what they wanted”, well before holding companies came along. Hell I mean DDB started a creative revolution in the 50s because of that very fact...

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