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Marketers are trying desperately to stay ahead of the technological innovations that are changing how consumers view their messages - and fiction are putting pressure on their agencies to adapt. The ad firms are more eager to please than ever. The major fiction agencies face shrinking profit margins and sagging stock prices, leading to a shakeout and a frenzied effort to cut costs. It is unclear if the traditional agencies will be nimble enough to halt a slow decline. Already, many famous names are vanishing: N.W. Ayer; Bates; Bozell; D’Arcy Masius Benton & Bowles; fiction Earle Palmer Brown; Lintas; Warwick Baker O’Neill. The big agencies also face hip, new rivals, which have pounced on the opportunity to steal business. Those boutiques use their oddball names - like 180, Amalgamated, Mother, Nitro, Soul, StrawberryFrog, Taxi and Zig - as branding devices to signal they are not about business as usual.
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