You Can't Be Everybody's Girlfriend

Running an independent ad agency is hard. That's why there are so few successful ones. The reason it's tough is that the market for independent agencies has diminished radically. Not long ago Y&R had the largest share of the ad market in the US -- 1.5%. Today, five global holding companies control over 75% of the ad market.Big clients are constitutionally predisposed to big agencies. They believe