Printer questions marketers' overuse of agency services

The founder and managing director of a Dublin printing company has questioned the wisdom of Irish marketers who are facing huge pressure on budgets continuing to use a host of different agencies to “target the same bunch of people”.
Colin Culliton of The Printed Image said: “Do companies which are struggling with vastly reduced marketing budgets really need separate agencies for above the line, below the line, graphic design, print, direct marketing and public relations?”
Culliton said clients have no need for all the layers and spending time managing suppliers and agencies. His company has invested €350,000 in rebranding, new equipment and senior personnel and employs 85 staff.

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