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Decideware Agency Management "Big 10" | October 2018

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top-10Below are the October articles of interest from key trade publications, with excerpts highlighting key take-aways. 

The end of 'an arranged marriage' - what the Ford-WPP creative split means for bespoke agencies

https://www.thedrum.com/news/2018/10/09/the-end-arranged-marriage-what-the-ford-wpp-creative-split-means-bespoke-agencies

As Ford splinters its advertising business after a long marriage with WPP in favour of a “multi-agency” proposition, The Drum unpicks what happened behind the scenes and what it means for the future of dedicated agency models.

HP is sticking with its agencies because it does not want 'a one-eyed view of the world'

https://www.thedrum.com/news/2018/10/08/hp-sticking-with-its-agencies-because-it-does-not-want-one-eyed-view-the-world

Brands like Renault, Unilever and P&G are experimenting with a new model which will see media and creative agencies merged, and more work brought in-house. They are confident that this approach will increase their creativity output, and bring transparency and greater control to their media spend, amongst others.

Five things every brand owner should know about the General Data Protection Regulation

https://www.wfanet.org/news-centre/gdpr/

In a recent survey of WFA members, 94% of companies said that the General Data Protection Regulation (GDPR) was important for their organisation. However, 70% said that marketers in their organisation were not fully aware of the implications of GDPR for future marketing campaigns. To address the knowledge gap, the WFA has created a new GDPR Guide for Marketers.

Inside The New Agency Holding Company Playbook

https://adexchanger.com/agencies/inside-the-new-agency-holding-company-playbook/

As the traditional holding company model declines, new models are rising as competition.
While the “big six” – WPP, Publicis Groupe, IPG, Dentsu Aegis, Havas and Omnicom – still rule, legacy structures and poor financial performance are causing their dominance to wane.

Purely transactional client / agency relationships are a ticking time bomb

https://mumbrella.com.au/purely-transactional-client-agency-relationships-are-a-ticking-time-bomb-543487

While there is a place in our day-to-day lives for simple transactions, the agency environment isn't one of them.

Ford Introduces New Agency Model, Names BBDO as Creative Lead After 75 Years With WPP

https://www.adweek.com/agencies/ford-introduces-new-agency-model-names-bbdo-lead-creative-agency-after-75-years-with-wpp/

Ford has selected BBDO as its new lead creative agency, concluding a global review launched in April. The move marks a major defeat for WPP, which has been Ford’s lead advertising partner for more than seven decades and counts the automaker as its largest global client.

Agencies Need to Break Down Old Barriers to Experience a Necessary Transformation

https://www.adweek.com/agencies/agencies-need-to-break-down-old-barriers-to-experience-a-necessary-transformation/

It’s no secret that the agency world is undergoing some drastic changes, and there’s much discussion about what the future of the industry will even look like. How will holding companies transform? Will the agency landscape even be recognizable anymore? On top of the structural changes, the industry is undergoing changes in hiring practices as it becomes more aware of issues related to diversity and other shortcomings in talent recruitment and retention.

Why Big Agency Names Aren’t Nearly as Relevant as They Once Were - Many struggle with self-promotion in a rapidly changing industry

https://www.adweek.com/agencies/why-big-agency-names-arent-nearly-as-relevant-as-they-once-were/

Advertising pioneers like J. Walter Thompson and Raymond Rubicam built creative empires that dominated the industry for decades. That era may be nearing its end.

ANA Report On In-Housing Isn’t Telling the Full Story, Says 4A’s

https://adage.com/article/agency-news/ana-report-housing-telling-full-story-4a-s/315353/

Reports of the impending demise of marketing and advertising agencies are yet again making headlines, and are still greatly exaggerated.

Why agencies need to take the lead in ad tech transparency

https://www.marketingtechnews.net/news/2018/oct/24/why-agencies-need-take-lead-ad-tech-transparency/

The world’s biggest advertisers have called time on the lack of transparency in digital advertising.
P&G’s ad chief Marc Pritchard summed it up: “The days of giving digital a pass are over – it’s time to grow up. It’s time for action.”
However, agencies can only go so far if they are tied into contracts and relationships with non-transparent ad tech partners. It’s time for agencies to be bolder and hold all of our ad tech partners to the highest levels of transparency.