To Defend or Not to Defend—That Is the Question for Incumbent Agencies

Recent new business reviews are telling: they rarely win

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Mediahub’s global leader, John Moore, hasn’t defended a piece of business in years. By the time accounts get to review, there’s usually no point. Moore bases his decision on what he knows to be true: Incumbents rarely succeed in reviews. 

“Any good CEO of an agency needs to understand that there are red flags and warning signs all over that account before it goes up for review,” Moore said. “And when it finally goes up for review, that means the agency just hasn’t been able to fix those problems.”

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This story first appeared in the April 18, 2022, issue of Adweek magazine. Click here to subscribe.