After a 'Promiscuous' 2015, Do Agencies and Brands Need Their Own Tinder?

Chasing 'bright and shiny' forces assignment model to fore

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Marriages are breaking down, and clients are sleeping around.

So said Brad Jakeman, president of PepsiCo's global beverage group, at the ANA Masters of Marketing conference in Orlando in October. Jakeman also declared that the ad agency model is broken, that large agency networks are dinosaurs and that agency retainer relationships are disappearing as "clients are being way more promiscuous with their agencies than they ever have."

Michael Sharp 

In other words, clients are not sticking with their agencies of record and are playing the field.

No surprise.



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