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What do poignant punch lines, strong sales skills, bravado and twenty year old single malt have in common? They all used to be the ingredients for a successful advertising agency. Today, brands simply don't buy the traditional agency business model of creativity and advertising any more. So, over the past decade, agencies have had to rethink their strategy and redefine their business models.

Agencies aren't simply divided into above-the-line or below-the-line anymore like they used to. The light in the opaque world of advertising is being replaced by other characteristics. The difference is the way that this reassurance is broadcasted to the market. Or should we say: the fact that the message is not simply broadcasted, but shared.