Cross-Media Services — Shops Sending Mixed Messages

• The next step up would be for a company to assume some or all of the creative agency’s role by providing marketing expertise and design services for media beyond that which it can produce in-house, and subcontract the execution out to other companies as needed.

• Becoming a true one-stop shop by bringing all production in-house is the ultimate step. While still few and far between, there has already been the beginnings of an industry trend of print providers building in-house video production studios. Acquiring an existing firm would be another option.