The decline of the all-encompassing agency of record presents an opportunity for innovative digital shops but may also produce more fickle clients, writes Rupal Parekh. "Developing [Intellectual Property] or innovative platforms makes you more valuable to your clients and there's a potential opportunity for revenue shares, or coming with technologies of your own to license and sell," says Ark Advisors' Ann Billock. On the other hand, "clients want to have something like an open-marriage relationship, or an option to have an out," says Deutsch CMO Michael Goldberg.

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