This is a critical, deep-dive examination into how the advertising industry’s long-term effectiveness has deteriorated under forty years of holding company ownership and dominance. Authored by industry veteran Michael Farmer, the book systematically traces the evolution of media and technology, the rise of internet and programmatic advertising, the decline in advertisers’ brand growth rates, and the holding company practice of milking its agencies for improved financial performance.

Farmer analyzes the core issues plaguing agencies and their clients, recommending fundamental changes required to create a positive industry future – to correct the management errors of the past and deal with the threats and opportunities created by Al.