Of late, agencies have fragmented — there are agencies for social media, digital advertising, influencer marketing, mainline advertising etc. It is necessary to integrate these functions, and that integration is done by marketers. They make multiple agencies to interact with each other. Some agencies offer (e.g. Leo Burnett) offer a full-funnel solution with specialisation at every step of the funnel. Clients prefer this hybrid model.

It is to be appreciated that though a mainline agency may masquerade as a digital agency, it lacks the specialisation and the skill set to deliver. Therefore, they will have to train the manpower on various aspects of the digital medium. All leaders must be conversant with behaviour economics.

Classically, agencies have been built by creating silos. A structure must be created which should have horizontal specialisations. They should power the team.

Mainline advertising work relates to brand building and execute TV and print campaigns. Some project based work is done on brands, say 20-30 per cent.