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New Research Reveals That Marketers Prefer Best-Of-Class Agencies, And Reject Arranged Marriages

Published by Forbes on Mon, 03 May 2021


However, advertisers soon discovered an ugly reality. Agencies, even within the same holding company, 'silo' their profits on separate P&Ls, since the business model of holding companies treats disparate agency brands as distinct financial units. This is not a recipe for collaboration.
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