Making Creator Headlines · Page 9
Fewer Agency Groups, More Ways to Choose One
· New York time
Advertisers have more ways to select an agency holding company even as the number of holding companies shrinks, according to Digiday's examination of the changing agency pitch. The selection process is evolving without a corresponding expansion in the roster of large groups available. That creates a business problem distinct from simply shopping among more suppliers. Advertisers must assess how to choose and structure a relationship within a more concentrated field. A wider menu of selection methods does not necessarily mean a wider menu of corporate owners. For agencies, the pitch itself becomes another area of competition. For clients, it adds decisions before the eventual decision. Procurement has achieved the administrative equivalent of a tasting menu with fewer kitchens and substantially more courses.
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