http://www.rgourley.com/mojave/the-rise-of-the-multiple-agency-model/ Interactive Creative Director Sun, 17 Jul 2011 12:40:22 +0000 hourly 1 http://wordpress.org/?v=3.3.1 http://www.rgourley.com/mojave/the-rise-of-the-multiple-agency-model/comment-page-1/#comment-659 Part 4 – Marketing in the 4th Digital Age “Mass Extinction in the Ad Industry” Thu, 13 Jan 2011 17:41:46 +0000 http://www.rgourley.com/the-rise-of-the-multiple-agency-model/#comment-659 [...] These days, marketing officers at major corporations are no longer likely to rely upon just one ad agency for all of their marketing needs. Instead, they may hire several smaller agencies to do the job that one big agency used to accomplish. Dinosaur-sized agencies are usually just too large to handle user-generated content with efficiency, so more and more CMOs are shifting to a multi-agency model instead (Source: Robert Gourley, Mojave). [...] [...] These days, marketing officers at major corporations are no longer likely to rely upon just one ad agency for all of their marketing needs. Instead, they may hire several smaller agencies to do the job that one big agency used to accomplish. Dinosaur-sized agencies are usually just too large to handle user-generated content with efficiency, so more and more CMOs are shifting to a multi-agency model instead (Source: Robert Gourley, Mojave). [...]

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