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I think the bad-ones are focusing on their clients too much and don't take care of their own audience and promotion.
My personal belief is, with so much uncertainty due to inflated promises, bad press, and a fast-changing industry. Marketing agencies have to keep updating themselves with all latest changing trends in marketing, so the question here is how to balance between client and self-promotion. If they can do that, they become good, if not they have to suffer the competition.
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