The "360 Agency vs. 360 agencies" dilemma - integration vs. expertise
Lots of agencies like to position themselves as an "all in one" shop, but often lack specialist knowledge in some of the disciplines (especially the new and emerging digital ones). Should brands sacrifice value in exchange for making integration easier? Is integration actually easier within one agency? How can brands assist agencies to upskill better and drive integration as well as best of breed execution at the same time or is it better to have different agencies look after different channels to "keep all partners on their toes"?
How do brands find the right balance? How is it best managed?