Big agencies: Change. Now.(Viewpoint)(advertising agencies grow)

Advertising Age, January, 2006

There is a not-so hidden message for the big global ad agencies in this issue: Change in 2006 or face obsolescence.

The largest global agencies with their 100-plus outposts around the world will protest that Advertising Age's chosen Global Agency Network of the Year, Bartle Bogle Hegarty, with its seemingly meager six offices, isn't a truly global player. But it has become exactly that; international marketers including Unilever and British Airways handed accounts to the agency in 2005.

BBH's closest competitor in this year's competition? Independent Wieden & Kennedy, which also has just six offices, yet won global assignments last year for Procter & Gamble and Coca-Cola.

What marketers have discovered since the separation of media agencies...

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