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Most clients have a roster of agencies handling aspects of their communications. But advertising needs a holistic strategy

In the Mad Men era, marketers worked with full service agencies which, acting on behalf of the company, planned, produced and distributed all the advertising for their clients. These retained relationships lasted years and sometimes decades.

True full service ended with the advent of television commercials as spots between shows, rather than branded programming. At this point, the actual making of the 30 second films was outsourced to production companies.

Related: Advertisers want your attention, but how do they know they have it?

Related: Will algorithms destroy or save ad agencies?

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