Venturing fourth

Advertising agencies and other marketing companies that are hired by packaged-goods manufacturers often work with merchandising contractors on store displays. The contractors set up, maintain and sometimes design the displays, in addition to providing reliable information on how the promotional program is being carried out. The goal is to ensure the best in-store execution of a merchandising campaign. Several examples are given.
Like brands themselves, marketing service providers are hiring outside merchandisers as 'fourth parties' to be their arms, legs and eyes in-store Merchandising service firms are not just for brands anymore. [...]