Digital media have turned Madison Avenue on its head in the past year, and ad agencies are racing to remake themselves to respond.
As new media challenge traditional media's dominance with marketers trying to hawk products, agencies are scrambling to reorganize to be able to create advertising for the growing range of platforms, to develop tools to measure effectiveness of alternative ad forms and to devise models for getting paid for the new types of work.
The pace of change will be the hot topic this week for the ad industry's leadership at the 53rd International Cannes Lions Advertising Festival, opening today in France.
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