BY PATRICK COFFEE, ADWEEK

In today’s fickle market, legacy creative agencies are akin to dinosaurs: lumbering giants fighting over clients’ shrinking budgets while slowly making that all-important pivot to digital.

With anxious CMOs laser-focused on doing more for less, up-and-coming shops are exploring models outside the hourly billings that have governed this industry since the days of smoky, three-martini lunches.

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