The advertising industry is witnessing a resurgence of the full-service agency under a new name: the integrated agency. This model, which combines creative, media, and digital services under one roof, is not a new concept. In fact, it was the norm until the 1990s when media buying and planning was separated from creative services. This split was driven by the belief that media required specialist skills and knowledge.
Today, the rise of digital media is blurring the lines between creative and media once again. The integrated agency model is seen as a way to tackle the complexity of the digital landscape. It promises better coordination, faster decision-making, and a more holistic view of the customer. Yet, there are critics who argue that it’s impossible for one agency to excel in all areas.
Clients, on the other hand, seem to be embracing this model. They are attracted by the idea of a one-stop-shop that can handle all their advertising needs. Moreover, the integrated agency model can lead to cost savings as it eliminates the need for multiple agency contracts.
Despite its appeal, the success of the integrated agency model will largely depend on the ability of agencies to attract and retain diverse talent. The challenge lies in finding individuals who are not only experts in their field but also comfortable working in a cross-disciplinary environment.
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