According to a recent article Advertising Week 360, titled “Marketers are turning inward, making specialists more important than ever“, more and more marketers are moving parts of their media and marketing activities in-house to improve speed-to-market and transparency. What this has created is a need for specialist and independent agencies to satisfy other needs that marketers simply can’t manage effectively in-house. The challenge this presents for marketers. According to the article, “Implementing a robust specialist strategy has its own set of hurdles, and the biggest is figuring out how to connect brands and specialists.” The article goes on to say, “Independent agencies and specialist agencies generally lack a penetrating voice and don’t often find themselves invited to full-service pitches. Specialists are routinely bypassed by pitch... Read more →