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Being flexible is key to success in an industry undergoing dramatic shifts, ad chief says

Advertising agencies must adapt to rapid changes and have a flexible approach if they want to succeed in the cut-throat world of marketing, said a leading industry official.

Robert Senior, global chief executive officer of Saatchi & Saatchi, said: "Emerging new technologies, dwindling client confidence and the ongoing economic downturn are major challenges for the industry, but there are still enough sweet spots for companies to tap into for growth."