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McKinney & Silver’s win of the $30-million Audi of America account with an assist from London’s Bartle Bogle Hegarty shows the benefits of cooperation.
Faced with a scarcity of cash, many independent shops are exploring varying degrees of partnership with similar candidates in other countries. Such partnerships benefit those agencies involved not only when it comes to billings, but offer smaller shops more protection from losing international business to global networks.
Howell Henry Chaldecott Lury/London is another independent shop exploring partnership possibilities.
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