Contrary to Tim Williams’ point-of-view, John Sampogna takes an opposing stance to the specialized agency model. Founded in 2011, Wondersauce began as a niche product and platform partner. In this article, John explains why moving into media planning and buying was the inevitable next step and ultimately what transitioned the agency into the one-stop model. His reason? Context.

“A modern and scalable infrastructure and activation approach needs the most important thing, context. While the ‘big’ media agencies continue to fight about transparency and which ‘proprietary platform’ is stronger, the rest of us can get smart … planning and buying media [to build a broader view of the customer journey] is no longer operationally difficult.”

Read the original article here.