Advertising agencies: Ideal agency structures

This articles sets out the three key structural features that make some agencies better at adding value for clients.

Advertising agencies: Ideal agency structures

Henrik JensenRoskilde University

A recent study has identified three key factors that explain which agency structure and DNA offer the best added value for clients, regardless of the size or type of agency.

How come some agencies are outperforming the rest of the market in terms of growth? Despite the financial crisis, digital convergence and globalisation, some agencies just keep on increasing the value they create for advertisers. What is it in their structure and DNA that makes them so successful?

A recent study of the highest-performing agencies in Denmark identified three key factors...

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