From Surf Wiki (app.surf) — the open knowledge base
Decoupling (advertising)
Decoupling, in advertising, occurs when services that were previously subcontracted by advertising agencies are purchased directly from suppliers.
Decoupling is part of the unbundling of the services previously provided by traditional full service advertising agencies, which originally began with the creation of standalone media buying agencies such as Zenith from Saatchi & Saatchi Group in the 1980s and Mindshare from WPP Group in the 1990s. For the same reasons as media (focus, economies of scale and dedicated software) press production and digital production are now increasingly handled by standalone production agencies, which trade direct with advertisers and not through their advertising agencies.
References
https://www.mediapost.com/publications/article/336236/how-decoupled-production-is-changing-the-agency.html
This article was imported from Wikipedia and is available under the Creative Commons Attribution-ShareAlike 4.0 License. Content has been adapted to SurfDoc format. Original contributors can be found on the article history page.
Ask Mako anything about Decoupling (advertising) — get instant answers, deeper analysis, and related topics.
Research with MakoFree with your Surf account
Create a free account to save articles, ask Mako questions, and organize your research.
Sign up freeThis content may have been generated or modified by AI. CloudSurf Software LLC is not responsible for the accuracy, completeness, or reliability of AI-generated content. Always verify important information from primary sources.
Report