Why MullenLowe Group is dismantling the full-service agency model
“This isn’t a business of one-agency-does-it-all anymore,” Subbu tells Mint. “The future is about win-win partnerships where everyone is a participant—and a beneficiary.” Rather than trying to own every function across media, data, content and tech, the company now focuses on orchestrating outcomes through strategic collaboration. Recent partnerships with firms like Quantum (for cultural research)…