It's Not Just Agencies Feeling the Pressure as Clients Demand More for Less

No member of the advertising ecosystem remains unscathed

Experience ADWEEK House at Cannes, June 16-19. We’re celebrating 45 years of reporting with Now and Next—a creative opportunity for brands to define who they are and their future in the industry. Register .

When former journalist Bernadette Rivero co-founded production shop The Cortez Brothers in 2005, she didn’t foresee that the market itself would one day become her biggest adversary as the increasingly rigorous demands of big advertisers trickled down from agencies to small companies like her own.

The General Mills RFP has been top of mind for me lately, as I try to find the balance as a production company owner, between bidding on jobs with everything I’ve got and being smart about what my team is bidding on in the first place,” she said.

The contentious conditions of that review look awfully familiar to owners of businesses like Rivero’s.

“Seems like they’re trying to squeeze out boutique companies because we can’t float that amount of money.”
AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in