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Clients around the world are moving away from agency of record relationships in favor of cost-cutting, project-based contracts and in-house assignments. But with the acquisition of U.K. agency Somewhat and the subsequent hires of chief creative officers Bill Davaris and Andy Ladden from Ogilvy & Mather, Ad2Pro Media Solutions CEO and agency veteran Fred Schuster thinks he’s found a solution to one of the industry’s most pressing problems. And that solution has a name—Madras.
The new agency aims to attract clients by redefining the AOR model via a network with global reach and an eye toward continuous engagement across multiple platforms with the idea of pushing ideas to market as soon as they materialize.
Schuster thinks clients moved away from an approach that became too linear and financially unfeasible with resources spent up front and agencies left unable to adapt.
“We need to be creating without looking to hand it off somewhere down the line,” Schuster said.”The problem...
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