Brands Rewire Agency Model: Project-Based Work Dominates, AOR Evolves

• Brands are increasingly adopting project-based agency models over traditional Agencies of Record (AOR) due to marketing complexity and specialization.
• Companies like Britannia, Flipkart, and Swiggy use multi-agency approaches, leveraging specialists for creative, media, digital, and performance marketing.
• The shift is driven by the need for specialized expertise, faster marketing cycles, and greater accountability for deliverables and costs.
• While projects offer flexibility and access to niche talent, they introduce coordination challenges and can lead to fragmentation and short-term thinking.
• The future model is hybrid: AORs provide strategic oversight and consistency, while project-based mandates offer agility and specialized execution.

Key Questions Answered

How will agencies adapt to project-based models?

Agencies will adapt by becoming custodians of core brand thinking and embracing project-based models with sharper accountability.

What are the long-term impacts on brand consistency?

Brand consistency is threatened by agency turmoil, restructuring, and leadership exits. Marketers are prioritizing stable agency teams over large networks to maintain continuity.

Could this shift affect marketing job roles?

Yes, AI is reshaping marketing job roles by automating tasks and shifting focus to strategy.