OgilvyOne Viewpoint #11 - A fresh agency model
Paul O'Donnell & Fraser Watson
With the explosion of marketing channels and activities and the growth of alternative marketing communications disciplines, is it time for a new client/agency model?
MUCH HAS BEEN written about the changing communications landscape, but the key question is: can this ever-increasing level of complexity be managed by the traditional client/ agency model?
Once objectives have been clarified and agreement on resources has been reached, the thornier issue of whether an organization has the marketing capacity to deliver these objectives is raised. What is the right organizational model...