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So according to Schauder there’s an efficiency story in using an agency of record. Pam Hamlin (Arnold) not only agrees with Schauder’s view, it sounds like she’s built a model around exactly that at Arnold. I really don’t think it’s credible that any one agency today can deliver absolutely every client marketing need exceptionally well. The shift we see is clients moving to a Lead Agency model where the brand/creative agencies continue to be positioned as business partner and brand steward, leading and collaborating with other specialist agencies outside of your company. This actually is a good model that we’re seeing work very well on large consumer brands as long as there’s real clarity around who leads, who ultimately is the final arbiter of the quality of the strategy and the creative work.
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