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."


Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's 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