Bucking the Trend, Kroger Seeks Its First Creative Agency of Record

Second-largest retailer in the U.S. recently sent out RFIs

Kroger Marketplace storefront
Kroger is on the hunt for it's first creative AOR. Kroger

Throughout the advertising industry, there is a continual fear that the traditional agency of record is going by the wayside. Indeed, as brands both pivot to more project-based work and develop their own internal teams or in-house agencies, there is legitimate concern about the future of the AOR.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.