The big debate: Is it the beginning of the end for the ‘big five’ agency holding groups?

17 oktober 2017
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Over the past year, the agency landscape has been under the microscope like never before, with evidence of murky supply chains and agency kick-backs hitting the headlines. Now, with more and more brands bringing creative and media buying expertise in-house, it points to a distinct lack of trust between marketers and their partners. In fact, last year, 30 of the leading 100 advertisers in the US changed agencies, with a clear suggestion this was driven by distrust.

In one of his most recent articles, Marketing Week columnist Mark Ritson took this idea one step further. He claimed it’s now too late for the ‘big five’ ad agencies – WPP, Omnicom, Publicis, Interpublic and Dentsu – to save their souls. He stated: “It is clear that clients are correct to aim their distrust at almost every level of the media supply chain.”

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