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Advertisers’ search for new ideas is frequently a family affair these days, as clients invite their lead agency’s holding-company siblings to compete for assignments.
In many cases, the bigger clients have already largely placed their bets on a single holding company (Bank of America at Interpublic Group and PepsiCo at Omnicom Group, for example) and therefore can’t as easily hire an agency at a rival holding company. But that loyalty also affords them the clout to demand and receive more resources when needed.
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