Roster with more agencies: a trend with voices for and against
Posted: Thu Dec 12, 2024 4:12 am
The first stone was thrown by an article published by Ad Age a few days ago. In it, the journalist specializing in agencies, Ewan Larkin, cited examples of specific brands that, in the United States, are expanding their agency portfolio. To access a regional view on the subject, Adlatina consulted four brand managers and obtained a record of conflicting positions on the matter.
Roster with more agencies: a trend with voices for and againstSean Summers (Mercado Ads and Mercado Libre), Silvina Seiguer (Kimberly Clark), Omar Carrión (Kellanova) and Álvaro de Luna (AB InBev): for and against.
According to a report titledNow moj phone number data marketers are listing more agenciesSigned in Ad Age by Ewan Larkin, after a contrary trend that dominated recent years, which led many multi-brand companies to unify their advertising attention in a single agency (such as Coca-Cola with WPP OpenX), today advertisers seem to be taking the opposite path: in favor of flexibility and specialization, some global companies work with 100 different agencies.
In June, General Motors added several agencies, including holding companies and multiple independent agencies,” Larkin wrote. “Kellanova and Kenvue have recently expanded their offerings, with the latter now seeking multiple influencer agencies. And in early September, KFC dropped MullenLowe as its lead agency in the U.S. and instead implemented a roster model for its U.S. creative business.”
“At Bavaria AB InBev we have had a large, mixed ecosystem of agencies by specialty for many years,” says Álvaro de Luna, vice president of marketing for the company in Colombia. “We have a very diverse ecosystem of large, small and in-house creative agencies; 'traditional' or specialized media agencies with a focus on digital, BTL, as well as PR and influencer marketing.”
De Luna explains that the chosen ecosystem is adapted to the needs of the business and the brands: “Depending on the size of the brand and the business challenge, it can have, for example, a permanent record agency that guarantees consistency, but that interacts with the rest of the ecosystem, providing freshness to the brand or to special executions.”
Roster with more agencies: a trend with voices for and againstSean Summers (Mercado Ads and Mercado Libre), Silvina Seiguer (Kimberly Clark), Omar Carrión (Kellanova) and Álvaro de Luna (AB InBev): for and against.
According to a report titledNow moj phone number data marketers are listing more agenciesSigned in Ad Age by Ewan Larkin, after a contrary trend that dominated recent years, which led many multi-brand companies to unify their advertising attention in a single agency (such as Coca-Cola with WPP OpenX), today advertisers seem to be taking the opposite path: in favor of flexibility and specialization, some global companies work with 100 different agencies.
In June, General Motors added several agencies, including holding companies and multiple independent agencies,” Larkin wrote. “Kellanova and Kenvue have recently expanded their offerings, with the latter now seeking multiple influencer agencies. And in early September, KFC dropped MullenLowe as its lead agency in the U.S. and instead implemented a roster model for its U.S. creative business.”
“At Bavaria AB InBev we have had a large, mixed ecosystem of agencies by specialty for many years,” says Álvaro de Luna, vice president of marketing for the company in Colombia. “We have a very diverse ecosystem of large, small and in-house creative agencies; 'traditional' or specialized media agencies with a focus on digital, BTL, as well as PR and influencer marketing.”
De Luna explains that the chosen ecosystem is adapted to the needs of the business and the brands: “Depending on the size of the brand and the business challenge, it can have, for example, a permanent record agency that guarantees consistency, but that interacts with the rest of the ecosystem, providing freshness to the brand or to special executions.”