Frito-Lay is now using the “Project” model and moving away from the “Agency of Record” model, as many other brand clients are also doing like Best Buy and PepsiCo.
But is this the right way to go? Is it better to have specialists in social, for example, for a social push, or an event-marketing specialist to stage that tent-pole summer extravaganza? If that’s the case, then who owns the “big idea? Who manages all those agencies?
This author interviews advertising veterans and a brand marketer to get the answers.