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. 

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