Carve a niche, or offer it all?

Media fragmentation, coupled with a desire by clients to create campaigns across a variety of disciplines, has given rise to integrated agencies and encouraged specialist consultancies to offer services beyond their traditional field. But there are signs of a backlash against this industry developme...

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Bibliographic Details
Published in:Promotions & Incentives 2008-09, p.15
Main Author: Quilter, James
Format: Article
Language:English
Subjects:
Advertising agencies
Business models
Integration
Marketing
Sales promotions
Online Access:Get full text
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Summary:Media fragmentation, coupled with a desire by clients to create campaigns across a variety of disciplines, has given rise to integrated agencies and encouraged specialist consultancies to offer services beyond their traditional field. But there are signs of a backlash against this industry development. Tony Spong, head of DM and sales promotion, AAR, says agencies can alienate themselves from big clients by flying the integrated banner. Of course, there are plenty of agencies that would passionately argue the case for being integrated. Inferno founder Tim Doust says that it is cheaper for a client to use a single integrated agency than a roster of specialist ones. However, Spong argues that clients do not prioritize low fees when seeking an agency.
ISSN:0266-7991