Should I decouple is the question on many Client’s minds at the moment. Perhaps an illuminating way of considering the issue is to ask why any Client in 2011 would think of ‘coupling’
Full service was undoubtedly the answer in the days of telex, typewriters and travelling to do business. Then it was a necessity to have an ‘Agency in every port’ to facilitate the re-expression of your global campaign.
Today if you are looking for state of the art technology aligned with creative production expertise you are often more likely to find it outside the confines of the full service agency.
There are now a plethora of low overhead, lean processed offers available which mean that it’s not just the basic elements of adaptation and versioning that are best served by decoupling
A savvy client can now find excelling solutions to profitable decoupling further up the value chain whilst maintaining or even enhancing executional quality.
So perhaps the question to ask yourself is do I want the 21st century answer to delivery or the mad men solution?