The Drum TV

S1 : E2 Agency leaders debate: Does marketing call for narrower expertise than ever before?

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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