In the news: Industry experts share on why brands like GM are expanding their agency rosters in a recent article from Ad Age.
Ad Age's latest article explores the trend of brands like GM, KFC, and Kenvue expanding their agency rosters to meet complex marketing needs.
By moving away from single holding companies, these brands are embracing specialized agencies to drive creativity and flexibility, despite higher costs. This strategy allows for greater control and more tailored solutions across various channels.
Tom Denford, CEO and co-founder of ID Comms, pointed out the risk of over-reliance on one agency, noting: “You always want a bit of grit in the mix,” which helps brands stay innovative while maintaining ownership of their marketing process.
Read the full article here: Agency rosters on the rise—why marketers are enlisting more shops.
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