Specialist consultants (advertising, digital, PR, branding, social media) are gaining ground on full-service agencies as brands’ first resources for business advice, according to new research carried out by Marketing Week in association with Weber Shandwick:
“The value of employing a full-service agency is questioned by more than 40 per cent of marketers, who prefer to have specialists managing individual marketing channels. However, almost as many say they would consider working with a full-service shop if it saved them money on fees.
In-house focus also seems to be a developing trend for certain marketing disciplines, as more than a quarter of marketers have taken agency work in-house in the past two years and reduced the number of external partners.”
It should be noted that while “the concept of having a lead agency is gradually becoming outdated,” there remains “plenty of opportunity for agencies to perform influential roles for clients in areas where they have proven expertise.”
So who is doing it best? Read more