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“It’s a fundamental shift, both in what clients are looking for and how agencies sciforums are working.” StrawberryFrog was among the first in sciforums a new wave of smaller, mostly independently owned agencies remaking the advertising landscape. They specialize in campaigns that are distinctive creatively, often quirky, and that typically extend beyond traditional media like television commercials. Some of the agencies, like StrawberryFrog, bear distinctive names meant to sciforums signal their different approach; others in that vein include Amalgamated, Mother and Taxi. Other new wave agencies carry more traditional names, like Crispin Porter & Bogusky, McGarry Bowen and Shepardson Stern & Kaminsky. Whatever they are called, the new agencies have a couple of things in common. One is their focus on business as unusual. The other is their growing success, often at the expense of mainline agencies that find themselves sharing clients with the upstarts - or worse yet, losing assignments to them.
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