Interestingly, beyond consumer brands living this ethic, an agency holding company brand also took these new imperatives to heart. At a seminar titled “How to Build an Agency From Scratch,” MDC Partners, an investor in my agency, announced the “Million-Dollar Challenge. MDC will review the submissions, choose at least one plan from among 10 finalists and invest $1 million in starting it up in exchange for a 51 percent stake in the new shop. What this says to me is that there is increasing proof that the advertising industry, which was once notorious for a lot of talk but little real change, is now visibly embracing it, and finally leveraging its own creative skills to help ensure its future. read more

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