Once upon a time, global agency networks were created to help brands achieve their ambition of global expansion. Set up an office in a new country and sell your clients' products to new people; it was that easy.
If you've been following the presidential race in recent weeks, you have undoubtedly heard the Republican and Democratic nominees express their objections to the Trans-Pacific Partnership, or TPP, an international trade deal among the U.S., Canada, Mexico, Japan and eight other countries in the Pacific Rim.
When I used to buy agencies, I discovered something that the consultants already knew. All agencies say the same thing.
Today, Coca-Cola unveiled a new campaign and traded its 7-year-old slogan, "Open Happiness," for "Taste the Feeling," as part of chief marketing officer Marcos de Quinto's plan to unite the company's brands globally.
Like Coca-Cola, Citi, SC Johnson and Wells Fargo, Mondelez International is only considering incumbent shops in its global media review.
In a battle of roster shops, SC Johnson has consolidated its media buying globally at PHD. Previously, the business had been split between Maxus (traditional media) and PHD (digital media).
Coca-Cola is said to be looking for a new global campaign, having asked 10 roster agencies to pitch ideas that would resonate worldwide.
72andSunny's gain is 180's loss. The former has replaced the latter as lead global agency on Adidas' sports business.
Unilever's existing roster shops on Axe remain in place—including Bartle Bogle Hegarty, Lowe Ponce and R/GA—but newcomer 72andSunny is taking on a significant role.
Two big drivers of Droga5's business growth are rising to global roles. Sarah Thompson and Jonny Bauer, CEO and chief strategy officer of the agency's flagship New York office, will now hold those same titles globally. That said, they'll continue to be based in New York and lead that office as well.