More space to exercise their creativity and the lure of some big brands willing to part with big agencies are among the attractions that smaller ad agencies are using to attract top talent. Contributing to the trend is the fact that "blue-chip marketers are placing a greater value on senior holistic thinking," said Rick Roth, founder of Roth Partners. "They are tired of unkept promises and very receptive to the smaller agency that can deliver smart, fast, integrated work."

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