The big seven agency holding companies — Dentsu Aegis Network, Havas Group, Interpublic Group of Companies (IPG), MDC Partners, Publicis Groupe, Omnicom Group, and WPP — are responding to CMOs’ evolving needs with modified structures, new leadership, and consolidating service lines — but that isn’t enough. Forrester’s Jay Pattisall and Ted Schadler make four predictions on the future of the industry and outline what these seven firms need to do to change their business models.

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