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I believe the future of brand communications agencies lies in harnessing the power of The Late Radicals

Abstract: The consultant threat is very real. The trivialisation of our industry is an ongoing issue. The CMO is marginalised. But with advertising’s eye focussed on bringing in new young talent we are alienating the experts who can help the industry move up, and across the food chain. This essay presents a counter to the ageism that’s endemic in the industry and offers a new way to understand and extract the value that older people bring.

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