Three recent articles highlight the ever present need for advertisers to optimize their agency rosters: 

MillerCoors' Agency Roster

Brandweek reported April 9 that MillerCoors made a number of adjustments to its creative assignments among its general-market and retail shops, quoting Chief Marketing Officer, Andy England CMO of the new MillerCoors as explaining:

"We have assembled a team of world-class agencies capable of delivering differentiated and engaging programming for our brands."

"Both Miller and Coors had a talented group of agency partners and there was no reason to look beyond that pool."

Sony's Agency Roster

newmediaage reported 10 July that Sony UK is looking to rationalise its agency roster by whittling it down from over 130 agencies to less than ten.

Carl Pring, Head of brand and advertising is said to be leading the initiative as part of a broader strategy to create a more consistent approach to it’s marketing.

"The review will affect all agencies including advertising, media, digital advertising, design and events."

COI's research Agency Roster

MrWeb, The Market Research Industry Online newsletter reported July 1 that the Central Office of Information (COI) overhauled its market research roster to create a ‘framework’ including 108 agencies from across the UK, half of them new to the roster.

"COI’s Research team evaluated applications from 260 agencies and assessed almost 900 case studies during the review. The successful agencies were selected on the basis of their expertise in a number of specialisms including qual and quant research, desk research and omnibus surveys. They were also selected for their experience in conducting deliberative engagement research using multiple site citizens’ forums and citizens’ juries."

Fiona Wood, Director of Research, is quoted as explaining that ‘The new framework includes a broad range of agencies that offer a wide range of expertise, reflecting the breadth and depth of work we undertake on behalf of Government and the public sector. We’re now looking forward to working with these agencies to provide high quality and cost effective research solutions for our clients.’

By way of background, COI has commissioned more than 600 research projects on behalf of government departments on issues from health and education to benefits, rights and welfare.

Sources: Brandweek, newmediaage, MrWeb