The trend of multiple agencies being hired by marketers can be attributed to multiple factors including customer segmentation, younger cohorts and legacy agencies falling short on the promise of integration
Britannia Industries, which sells biscuits, snacks and breads, works with multiple agencies to create interesting campaigns for both mainline and digital platforms. Amit Doshi, chief marketing officer, Britannia Industries Ltd told Storyboard18 that the traditional AoR (agency on record) paradigm seems to have been challenged in recent times with the emergence of multiple breakaway boutique agencies.