Agencies must be specialists

While I agree with the theory of a full-service agency, my experience and instinct tells me this will not actually be the future.

A full service agency is like a GP but when one has a problem that needs expert advice, one sees a specialist. While there are some full-service agencies that find the balance, most have become “no service” as there isn’t enough knowledge in any particular discipline as the knowledge is spread too thinly across everything.

As a client who has worked in FMCG and retail, I agree with Dave Brown (MW last week) that “the Big Idea” should be at the heart of everything. But the best big ideas come from briefing a variety of specialist agencies at the same time – whoever comes up with the best idea gets the lead in the project.

Adam Margolin, Head of marketing, Spar (UK)

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