ABSTRACT
Traditionally, advertising agencies have been structured around two main areas of activity,
creative development in copywriting and art direction, and media planning and buying. Account
managers or directors have responsibility for client liaison which includes research and
strategic development. This kind of structure typifies the so-called full service agency, which
attempts to meet all client needs from a single source. Gradually there has been a shift from
this type of approach. This has been partly driven by clients looking for a wider range of
communications activities beyond advertising and the growth of specialist service consultan-
cies in areas such as media buying.
