Marvel has its Avengers movies. Advertising has mediapalooza. Every few years the biggest media budgets get thrown into review, agencies scramble to hold their accounts, and the trade press reaches for the same nickname. And every time, the industry convinces itself this cycle will be the one that actually changes things. It never quite does. The clock resets. The conditions build again. The next installment begins. This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.
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