Agency of Record
Historically, the agency of record was an exclusive agreement between an advertiser and a single lead agency. Other agencies may have been involved for small projects, but did not have as much involvement with client teams or as long a tenure as the AOR.
As the the media industry fragmented, it became harder for a single agency to offer the wide array of skills necessary to buy across media. As multiple agencies began working more closely with client teams, the role of the AOR has diminished or, in some cases, been done away with entirely.
Nelson started Marketsaurus in 2012 to build his web presence and share marketing ideas. He has a Bachelor's degree in Marketing from Southeast Missouri State University and an MBA from Saint Louis University. He currently works in digital advertising for a major agency.
His opinions are his own and not his employer's.