In the '90s multi-national agencies began unbundling their services, allowing their clients to buy only what they thought they needed. This “salad bar business” model once thought so radical is now not only the norm but seems to be what clients insist on.

Adweek Magazine reports that the Corporate Executive Board's (CEB) Advertising and Communications Roundtable says “that the traditional, static model of a single ad agency or a fixed roster of agencies working on a is being supplanted by an open-source model.”

The CEB suggests their clients seek numerous partners “whose proximity to individual consumer segments equips them with the knowledge needed to craft deeply resonant communications.”

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