Category: Roster Models

There is an on-going industry discussion about agency rosters. What is the best size? Is it better to consolidate and reduce the number of agencies or diversify the agencies to ensure you have all requirements covered? When you look at the industry it could appear that there is a trend here as marketers add in agencies to the roster and then react to the size and complexity of the roster and then start to consolidate and shed the agencies they believe they no longer need as they consolidate the supposed full service agency.

The concept of in-house agency services is not new. More than a century ago many advertisers had their advertising services in-house. Retailers especially would often have their advertising department responsible also for the advertising production including advertising, catalogues, point of sale and the like. It only became fashionable in the second half of the 20th Century to outsource this function to external agencies. But it is clear we are witnessing a trend back to in-house services, especially for many of the larger advertisers.

When considering the arrangement of their agencies and marketing suppliers, the default model for this roster of suppliers is either consolidated within […]

Advertisers, especially retail advertisers, have had in-house advertising before John Wannamaker was a boy. Usually these in-house facilities are company owned but […]

My colleague and friend Avi Dan wrote a post for Forbes in September this year titled “Dedicated, Single-Client Agencies Are Like Arranged […]