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The Martin Agency may be Walmart's lead creative shop, but Vimby, a 50-person agency in Van Nuys, Calif., creates more TV ads for the retailer. Likewise, two other West Coast shops, Pitch and Mekanism, have become mainstays for Burger King and Pepsi, respectively.
They’re not household names—even inside the industry—but they have assumed significant roles on major brands because they’re nimble and generally don’t charge as much as bigger players. At the same time, some marketers have moved toward playing the agency field, dispersing work among several shops where they used to rely on just one.
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