It’s time to fight back.
A couple of years back “agency/production decoupling” became a trending topic in marketing circles. The idea was, that clients could go directly to manufacturers (television production or PRINT production) and deliver their agency-made creative in order to cut costs. Not a bad idea – if you’re in the accounting department.
Did this idea ever gain traction? Did customers begin to decouple their marketing from production? Most of all – did it work?