In this model, advertising agencies team with an ICM in order to provide their clients with websites, interactive campaigns and promotions, and other business solutions using internet technologies.
The ICM operates as a complete suite of interactive resources and knowledge for the agency, focused on mutually growing revenues.
Contract manufacturing as a business model has proven tremendously successful, as demonstrated in other industries such as automotive, electronics, textiles, and many others.
[citation needed] Advertising agencies have struggled to transition to next generation business, failing to successfully capitalize off of increasing interactive work demands.
[1] As work for agencies has moved from offline to online, their choices for delivering interactive projects have been inefficient.