Gartner Research

Single Agency Plus Roster Model (Ford)

Published: 24 October 2013

ID: G00340841

Analyst(s): Marketing Research Team


Ford, under budget pressure, decided to cut its agency costs by moving to a single-agency model. But it quickly realized that it still needed to work with outside partners to get the best talent for major campaigns. It developed a “Single Agency Plus Roster Model” that involves both a strong connection to a single agency of record, and a well-defined process to bring in outside partners for creative idea development.

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