Brands and agencies prepare for a year of lean industry

01/7/2013 | Advertising Age (tiered subscription model)

The all-encompassing agency of record concept is ceding ground to roster shops, one-off assignments and greater efficiency, writes Rupal Parekh. Analysts says brands plan to make more of what they've got rather than switch agencies in 2013, and agencies in turn are looking to expand billable services into new areas. "Developing IP or innovative platforms makes you more valuable to your clients, and there's a potential opportunity for revenue shares, or coming with technologies of your own to license and sell," said Ark Advisors principal Ann Billock.

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