Is the “Agency of Record” Model Outdated?

Posted on by Patty Odell

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.

marketingBut 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.


Related Posts

Chief Marketer Videos

by Patty Odell

Campbell’s Chunky Soup, the Official Soup Sponsor of the NFL, has launched its latest brand platform: “Champions of Chunky.”  The campaign is a modern, updated revival of the classic  Mama’s Boy campaign, which first aired in 1997 and last ran in 2014. 


PRO Awards