Madison Avenue Manslaughter author to open SAGE – Secrets of Agency Excellence conference, as program is revealed

July 20, 2016 1:00

The author of one of the most influential books charting the changes of the agency business model, Michael Farmer is to deliver the opening keynote at this year’s SAGE – Secrets of Agency Excellence conference.

Madison Avenue Manslaughter author Farmer, who runs strategic marketing consultancy Farmer & Co, will deliver a keynote address talking about factors that have weakened the multinational agency business model and the opportunity this has created for independent agencies.

The book was launched at last year’s Cannes Festival and covers the key trends that have weakened the agency business model in recent years including: the shift from commissions to fees; brand globalisation; the rise of holding companies; client obsession with shareholder value; and the digital revolution.

Farmer will also talk about the steps agencies can take to ensure their business model is built for the fragmented media world.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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