Kim Benjamin
Jun 14, 2016

Focus shifts away from the big agency brand

As top brands opt for bespoke agency teams, has this trend devalued the worth of major creative brands?

Sunset: Is it time for the big agency brands to ride off as client-based multidisciplinary teams take the fore?

Last year, Johnson Johnson consolidated its global media account into UM’s J3, a dedicated group that IPG created within UM in 2007 for the health and skincare company.

It’s one example of a shift towards horizontality’with bespoke agency teams pulled across a group for major clients. Brands including Cathay Pacific and Colgate have similar arrangements, with Cathay Pacific Central Team an agency within McCann Worldgroup composed of multiple disciplines, while agency Red...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
or call+852 2122 5227


Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

F1 puts fans in wind tunnels for global 'Engineered insanity' campaign
2 days ago

F1 puts fans in wind tunnels for global 'Engineered ...

Visceral thrills come to the fore in the sport's first-ever global marketing campaign.

Photos: Cathay Pacific and McCann take in-town check-in to a new level
2 days ago

Photos: Cathay Pacific and McCann take in-town ...

The airline built facsimiles of its check-in counters and gates in a busy shopping district.

Online bookings popular with small meetings:
2 days ago

Online bookings popular with small meetings: ...

More venues and hotels are aiming to implement automated booking processes.

Nielsen makes retail push with VR store simulation
2 days ago

Nielsen makes retail push with VR store simulation

The company showcased a VR-based tool for evaluating point-of-sale effectiveness yesterday in Singapore.