Brands Need to Trust Creative Agencies Like They Do Consultancies

There’s so much paranoia around conflicts that don’t exist

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When McDonald’s awarded its business to Wieden+Kennedy last month, the entire agency world should have celebrated—or at least taken notice. Since when could a creative agency with a clear competitor on its roster (KFC) even be considered for the business? Where were the lawyers? Were the folks in procurement all on vacation?

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This story first appeared in the Nov. 4, 2019, issue of Adweek magazine. Click here to subscribe.