September 4, 2007
Project-basis is the new Black!
Cool new study by the Corporate Executive Board’s Advertising and Marketing Communications Roundtable. Here’s the nutshell of what they came up with: “The traditional, static model of a single ad agency or a fixed roster of agencies working on a brand is being supplanted by an open-source model for some marketers. In this model, marketers hire numerous disparate marketing partners?¢‚Ǩ‚Äùsometimes on a project basis?¢‚Ǩ‚Äùto leverage their special talents and expertise as needed, according to the report. The payoff, it adds, is communications that are more personal, speak directly to the consumer and do a better job of boosting brand perception, penetrating new markets and impacting sales.”
Read Adweek’s account of how the project-based model rocks the house, here.
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