Agency Organization - Grey is the new black (Part Deux)…
In part one I discussed the false-choice the Marketing/Advertising industry has created for itself… What will be the SINGLE organization model for Agencies in the future. This entry will discuss the fact that
Client Types
Some clients prefer to work with a group of Best-in-Class agencies from each media type, regardless of holding company affiliation. These clients are willing to take on incremental work required to coordinate the agency interfaces to get the best possible marketing assets for every channel. Some clients prefer the efficiency of using a single holding company and are willing to accept a little bit lower work quality in some mediums to avoid coordinating across multiple agencies. Of course, some folks will take issue with my assumption that one gives up some quality when one chooses a one-agency approach. However, experience tells me that a marginally sub-optimal result is the typical outcome of choosing a One Agency model. The synergies promised from working with a single Agency/Holding Company can also be elusive, but that is a topic for another conversation.






