And so the new decade begins as the last one ended – with another of the industry's most iconic Customer engagement brands on the scrapheap. Last week, Lida joined the likes of OgilvyOne, Wunderman, Kitcatt Nohr and Partners Andrew Aldridge as the latest casualty of 'integration' driven not by strategic nous, but commercial necessity. The move to merge a best-in-class customer engagement agency with an underperforming creative agency has becom...

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Aldridge: Coordinates: 523622N 15504W 52.606N 1.91787W 52.606 -1.91787