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Having grown up at a very large agency for the last 16 years, I was very lucky to have
accumulated the knowledge that I did beyond what my general job description was. The reality
is that not every agency is going to have someone who is not just competent in day-to-day
tracking, but also have the knowledge and the connections to really put all of the pieces
of the puzzle together, to tie media buying to call centers, to scripting, to back end fulfillment.
An agency who has someone who can do that is way ahead of the curve. Not every agency
has that, quite frankly. Advanced services gives media agencies the opportunity to tap
into that well of knowledge without having to hire an army of people with experience
from around the industry in order to get great results for their clients.