Single vs multiple agencies: what’s the best model for senior living projects?

In summary:

For complex, considered-purchase developments like seniors’ living, an integrated single-agency model typically outperforms a fragmented multi-agency roster on speed, brand consistency and accountability. For brands with the internal capacity to coordinate several specialists, a multi-agency roster can still be an optimal option.

Specialist expertise can add value, but when strategy, research, creative, marketing, sales and operations sit with different partners, the coordination burden can grow quickly.

An integrated model brings all those disciplines together. For seniors’ living developers, that can mean less duplication, faster decision-making, greater consistency and a more complete understanding of the customer. From the first feasibility assessment through to settlement and beyond.

Real-world examples

In 2026, several major brands made significant moves towards integrated agency models:

• Bayer moved its $752 million media and creative account into IPG, explicitly seeking closer integration between the two functions rather than managing them as separate relationships.
• Mars restructured its entire $1.7 billion media roster into a single integrated partnership with Publicis. This one of the largest account consolidations of the year, and a direct move away from a fragmented, multi-partner model.
• The World Federation of Advertisers and Ebiquity’s 2026 Media Budgets Survey found that 75% of global marketers now plan to drive deeper integration between media and creative, signalling a clear majority actively pursuing the same model shift.
• The same logic is reshaping the agency side of the market too. Earlier this year, WPP announced plans to combine Ogilvy, VML, AKQA and Burson under one “WPP Creative” entity, designed to achieve significant cost-cutting targets and better positioned to the threat posed by AI.

Managing mulitple agencies takes more time (not less)

Creating a successful seniors’ living development is complex. It requires a deep understanding of the market, the customer, the development itself and the commercial objectives behind it.

It also requires those insights to flow seamlessly through every stage of the project. When you’re managing several external partners, your team can spend an increasing amount of time briefing, reviewing, reporting and resolving issues between agencies.

An integrated model takes a different approach: connect the expertise, connect the data and connect the decision-making. When several agencies are involved, accountability can become blurred. With an integrated partner, there is a much clearer line of accountability.

The advantage of one connected team

For seniors’ living, an integrated model can create something particularly valuable: a continuous line of sight across the entire development.

Imagine that a market assessment identifies a particular customer opportunity. In a fragmented model, that insight may sit within a research report before being passed to the development, branding or marketing teams.

In an integrated model, the insight can immediately influence the development strategy, customer proposition, brand positioning, campaign creative, digital activity and sales approach. And then the information can flow back the other way.

Sales feedback can inform marketing. Digital performance can inform messaging. Customer behaviour can inform strategy. Market intelligence can inform development decisions. That creates a more holistic view of the project, and ultimately, a more informed approach to the customer.

The practical commercial advantages

Managing multiple agencies means managing multiple relationships. That can mean multiple retainers, account teams, meetings, briefs, invoices and reporting structures. An integrated partner can consolidate much of that complexity. Fewer moving parts can mean more time, greater efficiency and a clearer focus on the outcome.

One team with the whole picture

The real advantage of an integrated model isn’t simply having fewer agencies. It’s having more connected expertise. At One Fell Swoop, Research & Advisory, Design & Development, Marketing, Sales and Operations work together rather than operating as separate disciplines. That means our teams can share information, insights and ideas quickly. And because those disciplines sit within the same organisation, the conversation can happen quickly.

Which agency model is right for your development?

Every brand is different, but if your internal team is spending significant time coordinating agencies and making sure everyone is working from the same information, it may be time to consider a different model.

Because when research, development, design, marketing, sales and operations work together, the whole can be greater than the sum of its parts.

Frequently asked questions

Q. What is an integrated seniors’ living agency?

A. An integrated seniors’ living agency brings multiple disciplines together under one coordinated model. At One Fell Swoop, this includes Research & Advisory, Design & Development, Marketing, Sales and Operations.

Q. Does using one agency mean losing specialist expertise?

A. Absolutely not. An integrated agency such as One Fell Swoop is a specialist agency. Our experts cover research, strategy, creative, digital, sales and operations.

Q. What does one point of accountability mean?

A. An integrated partner provides a central point of responsibility. That means there is greater clarity around who is accountable for connecting strategy, execution and outcomes.

Q. Can an integrated model work with a client’s existing agencies?

A. Yes. An integrated model doesn’t necessarily mean replacing every existing partner. At One Fell Swoop we currently work with many of our clients’ agencies and partners.

Q. Why is this relevant to seniors’ living?

A. Seniors’ living involves a complex customer journey and a highly considered purchase decision. Research, product, brand, marketing, sales and the resident experience all need to work together.

An integrated approach helps ensure those elements are connected rather than developed in isolation.

At One Fell Swoop, we believe seniors’ living works best when the disciplines don’t operate in silos.

Our integrated model brings all our services together under one roof, giving our clients access to specialist expertise while maintaining one connected strategy. It means we can see the whole picture, move quickly on new information and keep every part of the customer journey aligned. One development. One strategy. One integrated team. That’s our difference.

For an integrated approach to your senior’s living development, contact us today.