The case for the full service agency

John Monsarrat

In this speech in 1971, U.S. advertising executive John Monsarrat discusses the evolving system by which advertising is planned, placed and executed.

The case for the full service agency

John Monsarrat

One of the fascinating things about advertising has always been its fluidity: its eagerness to experiment and innovate, its own responsiveness to change. There has been an electric excitement in many of the changes which advertising has introduced: in art styles, in copy styles, in fashion, in camera techniques, in music and sound. and in all the various ways and means which agencies and their clients have pioneered to improve their communications with the public. To date, the most interesting and meaningful of these changes have been those which dealt with...

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