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" ... The holding companies pushed for the decoupling of agency services and the emergence and proliferation of specialist agencies, as a way to boost margins. As the number of areas of specialization continued to mushroom, so too did the agency roster. That led to growing frustration among advertisers who are far too stretched to manage multiple agency relationships. The solution was the creation of the bespoke, dedicated agency. The holding companies assembled multiple services under one roof, creating a superagency serving just one advertiser. That enabled them to compensate for the margin squeeze by gobbling up the a bigger share of the communications budget. ... "