This article in Adweek is about three weeks old, but a really good read about where the industry is headed. Great news for smaller firms like ours. And outstanding news for brand managers, who are getting the best of the best for each and every one of their projects.
The skinny:
+ Brands are more comfortable working with multiple agencies.
+ Bigger agencies are more comfortable working with smaller agencies
+ The consumer is more fragmented than ever. The age old "18 - 22" demo is a joke. There are now multi dimensional audiences within each demo. And you'll need to speak to them all, if they need your product. No one agency can be great at absolutely everything.
Partnerships rock.
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