In the world of advertising, the "Agency of Record" (AOR) model is the traditional gold standard. Large, generalist firms offer a seductive promise: one roof, one point of contact, and a massive portfolio that spans everything from Super Bowl spots to programmatic display.
But when it's time to talk to Gen Z on a college campus, that "one size fits all" approach often feels like wearing a tuxedo to a beach party.
If your goal is to win over the 20-million-strong student market, the strategic advantage lies in the Specialist, not the Generalist. Here is why niche matters and why a campus media specialist is your most valuable partner.
