The communications world is in complete flux at the moment. The traditional roles of public relations agencies, in-house communications teams, media buying agencies, advertising agencies and the media have been spun around, mangled, and mixed. PR agencies make video. Media buyers work on creative. Journalists have even been known to write commercial copy (gasp!). Everyone is scrambling to find their place in this new normal.
The news last week that Tokyo-based cosmetics company Shiseido was...
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