My former PhD fellow Henrik Jensen and I have just published an article in the newly established Nordic Journal of Media Management (Aalborg University Press), based on his PhD thesis, in which we explore contemporary marketing challenges from the perspective of Danish advertisers, and how these advertisers use different types of agencies. We conclude (among others) that larger advertisers use multiple different types of agencies to solve marketing problems, but prefer to retain control (i.e. avoiding the one-stop-shop model).
Professor of Strategic Management (wsr)