Big agencies and holding companies have been around forever, and they will continue to be. There are some clients that require the scale and size and all the spoils that come with that. And there's absolutely nothing wrong with it.
The reality of scale is so different from even five years ago. It's not just that clients need bigger campaigns-they need literal ginormous advertising machines to keep up with the rate of change in the media landscape.
It's going to be the really smart folks within these orgs that have to help chart what the future of 'scale' and 'big' look like. It's going to be about leadership more than anything else.
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