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Agency of Record (AOR)
In the marketing and advertising world, Agency of Record (AOR) was commonly thought to mean a single agency responsible for all services that a certain organisation would require. Traditionally, these services comprised brand planning, creativity, and media placement, but today, they can also encompass interactive media, web development services, and digital marketing.
The AOR model was once the best option for agencies to continue in business since it provided stability through guaranteed recurring business as well as complete control over client strategy and implementation. However, as market conditions changed, clients no longer found the model adequate, leaving many agencies floundering.
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