EPR's reference on Agency of Record — what AOR means, the selection process, the scope, the measurement, and the seven procurement criteria that separate compounding AORs from churning ones.
Subaru just closed its eighth straight year of US sales growth — roughly 615,000 vehicles in 2016, a record. Carmichael Lynch has been the agency of record since 1997. The Love campaign, Share the Love, the Barkleys, the Indiana zero-landfill PR, the outdoor-lifestyle positioning. Nineteen years of compounding discipline. The case every brand should be reading.
Lady Gaga's PR is not an agency. It is a five-layer operating system: publicist, Haus of Gaga, Little Monsters, label promotion, and Haus Labs. The case study for how modern celebrity communications actually gets built.