Campaign spoke with search consultants on what brands actually look for when choosing an agency.
The longstanding “independent versus holding company” agency debate has never just been about ownership: the distinction has implications for office culture, employee benefits and creative control. However, the lines become murkier when a client begins the search for a new agency partner.
Indies will often fan the debate’s flames by positioning themselves as the alternative or the answer to holdcos. In reality, all kinds of agencies within this industry have been changing drastically, not just at the holdco level. While the indie agency talk track is an attention grabber, agencies need more than that to build client relationships that last.
Matt Kasindorf, SVP of Business Insight and Intelligence at the 4As weighed in for this story.
