Agencies Introduce Campaign for 'Unbundling'

Share this content:
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."


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above