5 Steps Toward Reinventing Your Agency and Becoming Full Service

It’s a never-ending journey in an ever-changing environment

A pivot to full service is a drastic undertaking for an agency. Getting Images

Inefficiency sucks. Every client knows this. And there’s nothing more cumbersome than having to deal with seven or eight or nine different agencies to manage your digital, traditional, above-the-line, below-the-line, social, outdoor, TV and product advertising. But that’s the nature of an industry evolving faster in its media than in its makeup. As connectivity and digitization further permeate the marketing bedrock, the pressure on specialty shops to provide “added efficiency” can become oppressive, leaving them with a scary choice: try to find your place in a bigger group or expand what you offer across a wider spectrum of the advert-scape.

This story first appeared in the September 24, 2018, issue of Adweek magazine. Click here to subscribe.
@Madwellington Chris Sojka is CCO and co-founder at Madwell, a full-service advertising agency in Brooklyn and Denver. He's currently marathon training. Poorly.