LONDON: The growing tendency for ad agencies to offer their clients services across all disciplines from creative to digital marks less of a new trend and more a reversion to the sort of "one stop shop" that was in operation over three decades ago, argues WARC Online's regular columnist, Tummler

While major players in the ad industry are increasingly trumpeting their ability to serve a variety of client needs, this approach effectively reverses the trend of specialistation that began in the 1970s and has been a key part of the growth of the major industry holding companies.

According to Tummler, the new breed of full service agencies may ultimately come to resemble supermarkets and shopping malls.

While "their respective enterprises are very different, both genres benefit from economies of scale" and "rely on the delivery of quality service standards to retain their customers."

Subscribers to WARC Online can read Tummler's latest fortnightly column by clicking here.

Data sourced from WARC Online