Going Off Roster to Handpick 'The Best'

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CHICAGO Global marketers continued to look beyond their agency rosters last week, as MDC Partners’ Kirshenbaum Bond + Partners got a crack at a piece of Coca-Cola, and Procter & Gamble considered Publicis Groupe’s Fallon and WPP Group’s Berlin Cameron/Red Cell for ad assignments, sources said.

It used to be that a lead agency needed to worry about a wholesale review of its accounts, but in recent years even lead shops have the added anxiety of clients parceling out projects to off-roster shops.

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