Is Integration Dead?

For years, even in the face of media unbundling, the advertising industry has been selling the notion of the one-stop-shop integrated approach to handling a client's advertising business. However, a new study out by Ballester Consulting states 81% of advertisers ackowledge their agency's integrated serices but prefer to unbundle their business to best of breed experts.

Also, "only" 43% of those surveyed felt an agency's integrated services are "very important". [via Ad Age]
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