Agency of Record, or Multiple Contributing Agencies?

October 19, 2012     / / / / / / / / / / / / / / / / /

The times they are a changin….atleast they were according to Bob Dylan in 1964. And it continues, it seems that the world these days is in a constant state of flux, which I believe is a basic principle of Buddism.

Today I read on Ad about the new Chief Marketing Officer at Target, Jeff Jones, has intentions to hire “numerous agencies” for their marketing efforts.  Gone are the days of AOR (Agency of Record), and gone are the days of TV media buys….now companies have numerous agencies, and now companies are spending on innovative technologies, social media, and web platforms rather than tradition media.

I must say all this makes me quite happy.  This gives us, smaller agencies an opportunity to show what we’ve got!  It’s also exciting to watch the advancement of marketing.  Us marketers must now understand these new technologies and apply them to the appropriate client. It’s all very revolutionary.

I’d also like to say that I very much appreciate Mr. Jones contentions for the future of Target.  It’s not only smart, but it’s innovative and has a lot of foresight. I won’t lie, I’ve always been a fan of Target (pronounced tar-jayyy) but with this new marketer onboard I’m pretty excited to see what he’s going to do for the brand.

To infinity and beyond!!!