"The industry is witnessing a trend where agencies are narrowing their offerings and skillsets to dominate specific market corners, indicating a shift towards specialism."
"In contrast, some large agencies are developing a diverse range of specialisms, a significant change from the landscape of 20 years ago."
Agency leaders are currently debating the relevance of generalism versus specialism in the industry. Many agencies are focusing on narrowing their offerings to excel in specific market segments. Conversely, larger agencies are expanding their range of specialisms, which was uncommon two decades ago. This raises the question of whether specialism is increasingly vital for success or if generalists still hold the keys to thriving in the market.
Read at The Drum
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