How Advertisers Can Work Best With Holding Companies
"The theory is, that major marketers are better off using multiple agencies within a single holding company, for smoother integration of their communications resources. However, this rarely
happens," writes Avi Dan in this commentary on agency-client relationships in the era of many agencies umbrellaed under one holding company.
"Some holding companies have tried to get around these problems by creating dedicated, single-client agencies with a single P&L and no 'silos,'" Dan continues "And, while it may solve one problem, it often creates many others."