Welcome to the latest Agency Wire, where we follow major trends in the communications and marketing industry.
Will your agency be an Agency of the Future?
With the Omnicom McDonald’s win, and the launch of a new bespoke agency led by ex Coca-Cola exec and CEO of DDB, Wendy Clark, there’s been renewed discussion about the so called “Agency of the Future.” AdAge ran a superb piece on this topic just three months ago, which reflected on the importance of data, analytics and real time marketing. One of the critical questions will be how agencies get paid – as more and more marketers move away from the taxi meter concept of paying by the hour to getting paid by outcomes. In this other analysis here, agencies are going to need to “float like a butterfly and sting like a bee.”
Finally, one naysayer suggests there won’t be an agency of the future – just a collective of talents.
We’d love to hear your view.
BBDO and PHD Lead Global New Business
In our fist New Business League of Q3, BBDO shot up from the 51st spot to number one on the creative table after winning the AT&T and DirecTV US accounts. Ogilvy and McGarryBowen both dropped down one spot to numbers two and three, respectively. On the media table, PHD held onto the number one spot, after winning the Volkswagen Global business. The biggest story of the month, however, is the number two agency, Hearts & Science - a media agency launched by OMG in April of this year - that beat out WPP to win the AT&T and DirecTV business. Havas Media rounds out the top three media agencies.
In our latest round of the Holding Company M&A League, Dentsu jumped from #6 to #1 on the global table, and makes its first appearance of the year on the US table in the top spot. The Japanese holding company's dramatic ascent comes off the back of their recent acquisition of the majority stake in Merkle, a Baltimore-based data marketing firm.
The top three holding companies on the China, BRICS, and APAC tables remain largely unchanged from the last round. To see the full ranking, please click here.
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research, now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.