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NEW YORK Berlin Cameron/Red Cell’s loss of its signature Coca-Cola account and the exit of M&C Saatchi’s founding client British Airways point to the dangers of dependency on and domination by a single client.
Such client losses can slice total agency revenue in half, and for Berlin Cameron, the same happened to its staff; the 8-year-old shop let go of 40 staffers within a week of losing the $200 million account, leaving about 55.
It seems obvious: Overdependence on a large client can prove devastating when that bread-and-butter client leaves.
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