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...

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