rooted in tradition andresistant to change, will fall and new leaders will emerge. Hybridmarketing agencies that are more nimble, tech savvy, andcollaborative will redefine the industry. Digital services will beengrained into the DNA and blended with traditional methods forintegrated campaigns. The depth, versatility, and drive of theirtalent will be the cornerstones of organizations that pursue ahigher purpose. The Marketing Agency Blueprint is apractical and candid guide that presents ten rules for buildingsuch a hybrid agency.The new marketing agency model will create and nurture diverserecurring revenue streams through a mix of services, consulting,training, education, publishing, and software sales. It will useefficiency and productivity, not billable hours, as the essentialdrivers of profitability. Its value and success will be measured byoutcomes, not outputs. Its strength and stability will depend on awillingness to be in a perpetual state of change, and an ability toexecute and adapt faster than competitors. The Marketing AgencyBlueprint demonstrates how to:Generate more qualified leads, win clients with set pricing andservice packages, and secure more long-term retainersDevelop highly efficient management systems and more effectiveaccount teamsDeliver greater results and value to clientsThis is the future of the marketing services industry. A futuredefined and led by underdogs and innovators. You have theopportunity to be at the forefront of the transformation.

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