4. Independent agencies are growing
faster than holding companies
Ave. Independent
Agency Growth %
Ave. Holding Company
Agency Growth %
Source : Annual reports / Ad Age
5. Driven by
Digital Growth
Advertisers – Trust and local control
Technology
6. But more by People and Culture
Driven
Independent
Control
Scrappy
Can do attitude
Not political
Clients first
Proud
7. Priorities impact people who
create the culture
Holding Company
Shareholders
Clients
People / Employees
Independent Agencies
Clients
People
8. “
”
The worst thing that ever happened to
agencies was becoming public companies –
The day that happened clients were
replaced by shareholders as the most
important people in the relationship
RUBIN MARKS
CEO COLGATE
n
11. “
”
I saw a red agency, a green one,
purple, blue one…and they
showed be all the same things
GLOBAL CMO DURING RECENT REVIEW
Perceived lack of differentiation at
holding companies
15. Advertisers and clients are
complicit in this
Procurement – cost NOT value
Appreciating local market differences
Over focus on small number of large markets