Marketers are increasingly utilizing a wide range of disciplines in their marketing strategies, and that has sparked a change in the way ad agencies structure themselves. More than ever, clients are
demanding marketing efforts that include not only television advertising, but a coordinated effort involving so-called "below-the-line" services such as direct marketing, sales promotion, public
relations, event marketing and others. And as the demand for these integrated campaigns has grown, agencies are responding in kind. The latest example of the trend can be seen at ad agency Publicis
USA, which is expected to promote the head of a marketing-services unit, Debbie Yount, to a new post with the encompassing title of "chief holistic officer." Ms. Yount's job is to get agency staffers
to think less about TV-centric campaigns and to devise campaigns that use whatever media suits the client's target audience. And Publicis is not alone. Ogilvy & Mather and Foote Cone & Belding are
making similar moves.
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