Are Full Service Agencies a Thing of the Past or the Future?
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In the age of agency labels — media, digital, creative, social, “traditional” and more — should the full service house be resuscitated? Has that process already begun?
“It isn’t time to bring it back,” said Paul Mead, founder and managing director of VCCP Media, during a panel during Advertising Week Europe in London. “But it’s got to be time to be thinking about it.”
Mr. Mead argued that the all-agency idea isn’t the issue, but rather its ineffective execution. Clients bringing work in-house wouldn’t immediately split capabilities up and form separate P&L’s, he reasoned. In fact, in his experience, creative teams have often been inclined to use all of the resources they’re provided, asking the questions that will tell them what is and isn’t possible.
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