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Editorial: Sandpit's win highlights full-service shop vogue.
Supposedly given up for dead more than a decade ago, the idea of the full-service agency is proving a remarkably robust concept.
Not the version that dominated the industry during the 60s and 70s, of course. Hindsight allows us to appreciate the folly of all those full-service operations that gave away much of what they did for free, confident that the commission system would provide compensation.
Today's interpretation takes many forms. On the global stage, the growing trend among multinational clients to have holding companies contest their business is compelling the likes of WPP, Omnicom and Publicis Groupe to reinvent themselves as the full-service purveyors of the new millennium.
At national level, the search for an alternative form of full service is also being pursued. And not before time - agencies have been way off the pace in adding value to what they do and getting clients to pay fairly for it.
An interesting manifestation of what is happening was the appearance of an unfamiliar name in last week's Campaign story about the winner of the pounds 4 million UltimateBet.com online gaming account - Sandpit. This is the collective name for an eclectic ...
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