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Agency leaders debate: Does marketing call for narrower expertise than ever before?

Agency Leaders Debate and The Agency Business | Jan 25, 2023

Generalism vs specialism is one of the industry's oldest idle debates. We're seeing many agencies narrow their offering and skillsets to really dominate a corner of the market; at the same time, some big agencies have a range of specialisms few would have dreamed of 20 years ago. So, we ask agency leaders: is specialism more important than ever? Or, conversely, do generalists have the keys to success?

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