From the establishment of the first American advertising agency (reportedly in Philadelphia in 1841) to today, advertising agencies have come a long way, baby. Putting together an effective advertising campaign is an art and a science, which is why companies often turn to professionals to help them do it. Choosing the right agency is no simple task. Today it is common for advertising agencies to offer marketing services, and vice versa. The traditional advertising agency has all but vanished. In order to meet the increasingly sophisticated demands of clients, there are two trends on the rise, notes Tulin Erdem, a marketing professor at the Leonard N. Stern School of Business at New York University. Everything is about the integration across different communication channels, and many classic advertising agencies now offer consulting or creative services in all domains, Erdem observes.
Third-party partners are broadening their roles. What 34 CUSTOMER RELATIONSHIP MANAGEMENT | MAY 2012 www.destinationCRM.com
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