It’s Time to Fire Your Agency of Record

And switch over to a team of specialists instead

Often an AOR keeps things too general when a specialist can instead provide a clearer, more detailed insight. Getty Images

Not long ago, an agency of record (AOR) was the centerpiece of a successful advertising strategy. To execute an approach that included television, radio, print, outdoor and digital, a brand needed a single agency to conduct the orchestra. The general formula for these firms was simple and effective: Start with a big idea, articulate it in a TV spot and then let the message cascade down to everything other medium. Otherwise there would be chaos, right?

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@nhoughte Nate Houghteling is a co-founder and executive producer at Portal A.