iMedia: Joe Cappo on the Future of Advertising
iMedia interviewed ad guru Joe Cappo, discussing with great detail and insight why the ad agency industry's manic gyrations of consolidation and brand extension aren't solving its real problems. Specifically, the structure lends itself to the use of one marketing tool, preventing the agencies from being general marketing strategists.
You go to an ad agency, you’re going to get advertising. You're not going to get direct marketing, you're not going to get sales promotion, you're not going to get research or public relations or anything. You're going to get advertising.
