Can DDB morph into a 'swarm communications' shop?

AdAge, November 19, 2007, By Rupal Parekh

"Getting our arms around peer groups and these insider social communities is a massive challenge,'' said Scott Davis, senior partner at the marketing consultancy Prophet. "The question from an agency perspective is, out of the gates, do they have the credibility? There are so many new digital and media agencies out there that it's going to be a little harder for a legacy agency to gain credibility to compete in both the old media and new media world.''

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