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Watch new rivals, says WPP's Sorrell

Published on .

WPP Group CEO Martin Sorrell cautioned ad agencies to look at their positioning as clients seek strategic and branding counsel from companies other than agencies. "We face competition not just from each other," he said, pointing to management consultancies and boutique "idea-factories" that are beginning to invade agencies' turf. He said there is a pressing need to recruit more MBAs into the ad agency business. He spoke to the American Association of Advertising Agencies annual meeting.

Copyright April 1998, Crain Communications Inc.

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