For a few years now there have been predictions about the future of marketing's Agency of Record model - the age-old, exclusive partnership between a marketer and its agency. Now that relationship model is under fire. AOR tenures are disappearing, marketers are enlisting agencies outside of their roster, and many marketers simply don't have a traditional roster at all.
For a few years now there have been predictions about the future of marketing's Agency of Record model - the age-old, exclusive partnership between a marketer and its agency. Now that relationship model is under fire. AOR tenures are disappearing, marketers are enlisting agencies outside of their roster, and many marketers simply don't have a traditional roster at all.
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