Between the Lines: Market is hard for start-ups

It is good to see Krow has finally got a foothold in the advertising market. Alfa Romeo's Brera account is its first significant piece of business since it formally launched in September (page 4).

That it has taken this long to net a founding client is a symptom of the difficult trading conditions encountered by ad agencies: the market is full of quality shops able to handle any piece of business that becomes available.

Krow's four founders are replete with the best advertising credentials but, in an over-supplied market, that is not necessarily enough.

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