In a previous article written last week by our EVP, Account Development, Stu Kamen, we discussed full-service agencies and specialty firms and how to know which one is right for you. Russ Petrocine, our President, offered some interesting insight in response to our initial post. Here are his thoughts: Another direction that specialty firms may take is to work only within a particular industry or product category. For example, an ad agency in the Midwest specializes in education and works with perhaps as many as 80 colleges. Likewise, there are agencies that specialize in automotive advertising and work with probably.