4 Things Agencies of Record Can Do to Survive the Trend of 'Projectization'

Countering piecemeal client assignments

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We've all been there. A big brand puts its business into review and everyone goes for it, only to find out the piece of business is just that: a piece. Meanwhile, any number of specialist agencies shares all the other pieces: media, PR, digital, mobile, social, experiential—you name it. It's like a flock of ducks pecking away at a single piece of bread.

Karen Kaplan Alex Fine

Recently, we talked to several top CMOs from leading brands about agency roles and the AOR model.

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