The Creative Destruction of Agencies Will Continue
"WPP will either consolidate itself or be forcibly taken over by someone who will. Of all the holding companies, WPP has the most burning platform for change. WPP’s 400 agency brands won’t survive unscathed as CMOs choose their agency at the holding company level."
These few sentences at the end of Forrester’s recent report on marketing agency holding companies caught my attention because they ring so true.
After interviewing the CMOs from the world’s top brands, Forrester’s analysts have concluded that holding company models need to change because they are not providing value for their customers (CMOs).
For WPP, the advice is quite specific:
"WPP must dissolve its agency brands to meet the CMO’s need for simplicity, accountability, and scale. This requires restructuring nearly 400 companies into just dozens. For example, WPP media agencies should operate as a single GroupM; the 100 creative agencies should consolidate within the seven global networks of AKQA, Grey, JWT, Ogilvy, VML, Wunderman, and Y&R. Stop packaging capabilities into pseudo-agency brands. Allowing the operating agencies to shine will tether staff to the agency cultures they joined, which is key to retaining top talent, promoting creativity, and avoiding identity crises. Free client leaders to focus on the CMO rather than dolling out revenue among a set team of agencies This paves the way for WPP client leaders to marshal the collective power of all WPP operating agencies into global, end-to-end marketing solutions for CMOs."
みて 下さい！
