Consolidated
Mixed
Point solution
A single agency team for all work or a single team for each main function divided between two shops
Bundles work for one main function (creative or media), with point solutions for the other functions
Divides work across point solutions for creative and media activities
Bespoke integrated agency
Bespoke creative
Bespoke media
Brand name agency of record
Brand name agency of record
Pros and cons
Pros and cons
Pros and cons
or
Content assignments
Digital agency of record
Bespoke media
Traditional agency of record
Social agency of record
Web agency of record
Direct marketing agency of record
Experimental agency of record
Brand name agency of record
Digital assignments
High-impact TV
Stunt or event
Digital assignments
Social assigmnents
Bespoke creative
Brand name agency of record
Planning agency of record
Buying agency of record
TV/linear agency of record
Digital agency of record
Traditional agency of record
Social agency of record
Digital agency of record
Planning agency of record
Buying agency of record
UX/Web agency of record
Direct marketing agency of record
Experiential agency of record
TV/linear agency of record
Digital agency of record
Managed services
Digital assignment
Stunt or event
High-impact TV
Digital assignments
Content assignments
Social assignments
Pros
Cost savings, at least initially
Flexibility to scale up and change services
Access to talent
Cons
Bespoke solutions can become isolated
Single contract is a commitment; agency of record can become complacent
Trend
Pros
Cons
Trend
Bundled media: operational fluidity; fewer handoffs and data issues
Bundled creative: cost savings and access to talent
Operational friction across different units
Challenges with handoffs and silos
Pros
Cons
Trend
Expertise: potential for best solution in emerging areas
Cost duplication and redundancy
Challenging for teams to work together; lack of a unified view
Size of scope can result in service-level-agreement issues