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How Advertisers Can Work Best With Holding Companies

  • Forbes, Tuesday, September 4, 2012 5:12 PM

"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."

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