Holding company solutions are on the rise, particularly for large clients whose spend is in the hundreds of millions.
Publicis Flame is the latest to ignite, created after Santander appointed Publicis Groupe to its global creative and media business. Ongoing pitches include NatWest, which is also looking for a single holding company to take on its media and creative business.
Holding companies have been expanding their offerings across creative, media, tech and data to service client needs, but do these solutions really work? And what becomes of the individual agency brands when amalgamated into one solution? ±±¾©Èü³µpk10's journalists gather in the studio to discuss.
This episode features editor-in-chief Gideon Spanier, creativity and culture editor Alessandra Scotto di Santolo and media editor Beau Jackson. It is hosted by tech editor Lucy Shelley.
Further reading:
- Santander on its shift to one global agency, why it picked Publicis and how ‘data is key’
- Will more agencies move to a holding company solution for their biggest clients?
- Pfizer moves creative from IPG to Publicis after just 10 months
- WPP’s Mark Read on client demand for AI and fewer agency partners
- WPP triumphs over Publicis Groupe to win Centrica's integrated review
- British Gas turns up the heat with media, creative and below-the-line review
- British Gas appoints media and creative agencies
- WPP wins majority of $4 billion Coca-Cola business
- The $100m question for agencies
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