When a Client Asks for Integration, What Does It Mean? – Should Hispanic Shop Handle the Hispanic Digital Account … or the Digital Shop?

“Last week I had a conversation with one of my colleagues at the agency about the opportunities this new client had in the digital marketing space, given its category and specific target. The discussion was part brainstorming, with a couple of good ideas batted about. At the end, however, he made a comment that gave me pause.

“We’ll have to develop a proposal for this and sell it is as an incremental project since they have an interactive agency of record.” The subtext was clearly that this agency would do the digital work.

This was not the first time that a client’s understanding of its general market agency roster had come up. The crux of the matter can be summarized in a question: Which agency does Hispanic digital work, the Hispanic AOR or the Digital AOR? (The word “Digital” can be replaced by any discipline to the same effect — try it with Promotions, Public Relations, etc.) “*

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