Harrison said: "The days when UK DM was a dominant force in global DM creativity are long gone and are not returning.
"I've done my time furthering creative standards in DM and it's now someone else's turn."
Harrison was delivering a presentation entitled 'Don't let the digital era become a new age for marketing' in which he warned against the "fad" for going digital.
"Don't get me wrong -- one needs to work in an integrated fashion with digital shops and offline shops need to develop those skills. [But] I look forward to a return of the full service shop and if I was to launch, that's what I'd do -- a full service shop with all the skills under one roof able to talk to customers in a cohesive way."
He said he regretted the decline of brand response as a discipline in DM agencies: "One of the things that annoy me about the current fad [for digital] is the demise of brand response. No one is talking about brand response anymore and it's been dropped by DM agencies conveniently, because they were never very good at it."
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