Three years after ANA report, holding companies tighten grip on budgets

Three years after ANA report, holding companies tighten grip on budgets


Revelations about undisclosed rebates in 2016 left advertisers thoroughly shaken, and there was plenty of talk of whether this would mean less business going to agencies. That hasn’t happened, but more deals are happening at the holding company level, rather than the individual agencies.

Three years after the bombshell report from the Association of National Advertisers, most accounts have remained with the holding companies, despite alternatives like consulting companies vying for the business, according to a report by research firm COMvergence. The main difference is that client accounts have been won at holding-group level, rather than their individual agencies.



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