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When he founded VaynerMedia, Gary Vaynerchuk didn’t even know media and creative agencies had split apart decades earlier. So it didn’t occur to him to have separate creative and media agencies inside his fledgling holding company, VaynerX. Becoming a full-service agency was always the plan.
Legacy holding companies, on the other hand, are now trying to mash their separate agency brands back together. Campaign data, modern leaders have figured out, can lend strategy to creativity. But getting remarried can be messy when it disrupts the status quo and long-established practices like creatives leading the creative.