What is decoupling?
The decoupling debate first hit the headlines some years ago as a response to an increasing scrutiny of processes and services by procurement professionals within global brands. This scrutiny was heavily if not entirely focused on their incumbent agency partners who until this time had enjoyed the benefits (and the margins!) related to providing services such as media and production buying.
Have you decoupled yet?
You may be thinking about it or you may have already done it. Either