Multiple Best in Class Agencies
In this model, the marketer leads integration – choosing the best possible creative, media, digital, PR and event agencies regardless of their parents – and then has the task to put them together. This is by far the most common method we see – the “best of breed” and it occurred in 38% of cases in our analysis. The challenge with it, is that it puts a lot of onus back on the marketer – companies such as Coca-Cola have now set up IMC teams just to “herd all the cats”.