Agencies Introduce Campaign for 'Unbundling'

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Partners + Simons, Carat Interactive and Carat Freeman have launched an awareness campaign to push specialized service firms.


The effort is a reaction to the agency conglomerates that offer clients one-stop shopping for marketing services. Carat Interactive and Carat Freeman are arms of independent media specialist Carat Inc.


"We believe that this [campaign] is going to be a very critical strategy for positioning specialized resources against the bundled community -- the full-service agency community," said Tom Simons, president and creative director at Partners + Simons, Boston.


Print ads are running in advertising and marketing trade magazines. The agencies will publish white papers as well as host events, Web seminars and speaking engagements.


Simons said the economic climate justified the campaign's position. The agencies cite Schwab.com, Pfizer, RadioShack and Fidelity Investments as clients that buy into their theory.


"I think there's a general unawareness of the benefits of unbundling agency services," said Sara Fay, president of Carat Interactive, Boston. "It's a phenomenon that is growing in the States, but in other markets it's already the accepted norm.


"In Europe, over 70 percent of the campaigns are unbundled," she said. "In the States, it is less than 10 percent but growing."


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