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?

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@nhoughte Nate Houghteling is a co-founder and executive producer at Portal A.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"agencies"}