Along with all the other changes that are/will/have been happening to agencies, I believe you'll see more hybrid roles. This is an example of planner/creative hybrid, but what about analytics/account or account/media or media/analytics or account/project management. I personally see waste in having a account manager, project manager, creative director, media planner, analyst and account planner. Instead of cutting costs by charging less and having smaller margins, why don't agencies embrace more hybrid roles and charge slightly MORE per hour for each person. It will still be less than charging the client and paying salary for two people and in the end you'll have a higher revenue to employee ratio.
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