http://www.darrenherman.com/2008/06/10/cm-summit-agency-panel/ Marketing, Media, and Technology Conversations Wed, 8 Feb 2012 19:55:30 -0500 http://wordpress.org/?v=2.8.6 hourly 1 http://www.darrenherman.com/2008/06/10/cm-summit-agency-panel/comment-page-1/#comment-43629 Dave Knox Tue, 10 Jun 2008 22:18:05 +0000 http://www.darrenherman.com/?p=732#comment-43629 Hey Darren....glad to hear the panel went well and my question ended up being asked. I never followed up on the comment thread on the other post so sorry about that! The whole question of specialist vs generalists is probably not going to be solved for a long time. Personally, I want an agency that is built from the ground up with brilliant specialists working along side generalists. So in that sense, I have my account team and creative team that are experts on my brand but generalists in marketing. But the agency is staffed with specialists that can join the conversation, address our challenge and help my brand build a great marketing strategy. This is asking for the world and is partially the idea of the big agency clearinghouses. End of the day, I need an agency partner that can help me discover the elusive "big idea" and then work with their network (either formal or informal) to leverage it in the best way. Hey Darren….glad to hear the panel went well and my question ended up being asked. I never followed up on the comment thread on the other post so sorry about that! The whole question of specialist vs generalists is probably not going to be solved for a long time. Personally, I want an agency that is built from the ground up with brilliant specialists working along side generalists. So in that sense, I have my account team and creative team that are experts on my brand but generalists in marketing. But the agency is staffed with specialists that can join the conversation, address our challenge and help my brand build a great marketing strategy. This is asking for the world and is partially the idea of the big agency clearinghouses. End of the day, I need an agency partner that can help me discover the elusive “big idea” and then work with their network (either formal or informal) to leverage it in the best way.

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