Q: When did "Marketing" morph into a euphemism for "Account Services"?

My first contact with this oddity was in the early-2000s, David-Kenny-era Digitas. But that shop was a Bain consultant’s imagination of what an agency should be. Lately, however, this maddeningly vague affectation (Don’t we all work in marketing?) seems to be spreading.

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When all the full-funnel marketers left the agency world after the 2008 crash. Now you have no one who truly understands marketing all the way from generating brand awareness to conversion tracking, so those who left naturally won’t be able to correctly define it.

If you want to do a depressing exercise, look at who comprises the board seats at major holding companies. Silo’d experts resting in their part of the funnel and can’t look up or down at what’s happening when the baton gets passed to the next stage.

That’s not the only problem that’s hurt value over the past few years, but you hit on one of the biggest.

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Are you me?

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