By: Lekan Oguntoyinbo

As media channels fragment, so do the architects of the campaigns designed to utilize those channels. Where once companies allowed a lone agency to develop and execute a campaign across numerous media channels, a growing number of businesses are now using multiple agencies to cultivate various aspects of the same campaign.

Take, for example, recent moves at Turner Sports, which provides sports programming and entertainment for a wide range of fans. In expanding its offerings for stock-car racing enthusiasts, Turner Sports has worked to calibrate marketing pitches made on a recently developed Web site for car enthusiasts with a catalog that offers assorted racing paraphernalia.

Traditionally, this would mean the brand turning to a single agency to help craft the message. But as new portals emerge, brands are finding that many of the traditional agencies aren’t doing the same quality work as, say, smaller, newer shops. As a result, brands like Turner are now using multiple agencies to drive its messages home.

In Turner’s case, the company farms out work on the racing Web site to Datran Media, a New York digital marketing solutions provider. Meanwhile, it’s in-house marketing team develops the catalogs. In some instances, a third agency may be brought in to handle TV or mobile media.

Though this “multi-agency” model isn’t completely new, the trend appears to be picking up in recent years. Many forward-looking brands have realized that not all agencies are equally equipped to handle the new channels. Sure, a major marketer may know traditional outlets such as TV, but may not have the chops to do great digital work. And the smaller boutique agencies may come up with great marketing ideas for new media, but may find themselves lost navigating the particular challenges of, say, direct mail.

Meanwhile, the company also uses select direct marketers to help fulfill its strong commitment to mail.

“My philosophy on direct mail is, don’t get thrown away,” says Norman Miglietta, director of marketing and advertising of new media for Turner Sports. “The second is to get them to open it up. The third is to get them to take action. We offer three different ways for them to do this. They can go online, call an 800 number or fax in an order.”

As a result, many companies are now seeking specific expertise in a channel.

“We are not a traditional ad agency,” says Sean O’Neal, chief marketing officer of Datran Media. “We don’t just offer media planning and buying. But we offer a capability that most ad agencies don’t – inbox marketing capability.”