Ad agency models: Full service is no service

This article describes three dominant models in client-agency relationships, and argues that clients are looking for best in class services.

Ad agency models: Full service is no service

Tim WilliamsIgnition Consulting Group

Client company size used to dictate appropriate agency models, but in today's multichannel world, the idea that any single agency can deliver every service is unrealistic, and specific expertise is the vital differentiator.

Quick, what is the top reason marketers search for a new advertising agency? If you guessed 'creative differences', 'cost' or 'poor service', you'd be citing some of the reasons that do, in fact, show up on top 10 lists. But the key driver in agency searches is the desire marketers have to work with...

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