Future of Agencies: Coopetition – Why large-scale networking is a really good thing

Network agencies traditionally claim to offer all competencies from a single source and under one roof. However, according to Christian Rätsch, CEO of the German BBDO Group, this era is coming to an end. "Full service is obsolete," he says, and in a guest article for HORIZONT, ​​he explains why he believes situational alliances and collaborations are the model of the future.

The industry is in flux. Large networks are moving ever closer together. Publicis has successfully implemented the "Power of One"