Full-service, integrated, 360 degree — these are common terms agencies use to describe themselves, but it does little to differentiate an agency when competing.
Agencies have chosen to develop deep category experience, formulate a proprietary process, and even invent a new model of providing communication services — all in the effort to say that they do something different than the shop down the street or across the country as accounts are less tied to geographic regions and virtual relationships have become more common.
Full-service and integrated shouldn’t be a bad word. But brands have a lot of options. And no agency wants to be the “unmemorable” one.
So, we asked a few agency executives if agencies need to claim a core competency to stand out.
read the whole story including insightful quotes from top agency voices www.agencypost.com