Agency reviews in 2021 pointed to one very clear trend: Many big brands desire a simplification of their agency partners and will trade in specialty shops or local partners in order to gain the scale and efficiency of a single holding company partner. Across Adweek’s look at the biggest account changes last year, numerous reviews resulted in consolidations like WPP landing most of the Coca-Cola account and Omnicom snagging Home Depot, Philips and Mercedes Benz.
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