Beyond the Legacy Agency Model: How to Chart the Right Course

By Scott Shamberg

Plenty has been said about the current client-agency dynamics. I know, you don’t care that much, but those of us who have paid attention for so long know we are sick.

Ambitious marketers know — the legacy model is broken. Holding companies are designed for the world’s 1 percent of brands and the recent announcement of Omnicom’s acquisition of IPG is the biggest exclamation point to that (what services or capabilities did they really gain, by the way, but I digress). However, this model trickles down, impacting marketing services at all levels and requiring new solutions.

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Courtesy of The Association of National Advertisers