A quote taken from the review of Space Race
:”On this journey all of the cast have a role. The data houses come to the fore, ad agencies finally fall apart under margin pressures and have to choose between their production and their strategic functions. Ad agencies become production shops or ideas shops. In the final movement clients decide they’ve had enough of all of this and take comms planning firmly by the scruff of the neck and move it inhouse.”
I must say I do agree with this and I guess we are already noticing this today.