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The Agency Marketplace is Heating Up
By: Dwayne W. Waite Jr.
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One cannot browse through industry news without seeing accounts being dropped and getting picked up. When last year, all we heard was the future of agency being dim, the beginning of 2014 is proving the contrary.

And that's a good thing.

Lots of interesting stuff is going on. One agency created the "One Hour Agency," where they guarantee quality creative ideas in 60 minutes.

Probably one of the more expensive hours a brand will pay for. But if it works, it works.

BBDO is on a bidding spree; the agency has four final presentations in the next couple of weeks, and if they land all them, the total combined spending is near $25 million dollars. Pretty exciting. Good for them.

The monolith Omnicom-Publicis merger is lurking to finalize in the third quarter of this year. Perhaps then we'll see some purging and consolidating.

Adam & Eve/DDB won Sony Euro, and BBH creeps in with a big win: the Rugby World Cup.

Deutsch picks up Jagermeister, and Droga5 gets the AOR title for Jockey Men's. Wait, brands still do AORs? 

Critics were wrong again.

The delightful business loop that we see in AdLand is often unpredictable, yet we see ourselves circling around the same issues. 

Though we agree that the agency landscape will never be as it once was, and that it must change in order to stay relevant, this recent boost in business activity shows that the advertising industry is just as cyclical as every other industry.

We are not that special.

And just hold off another couple of weeks before we start declaring the in-house marketing team "dead."


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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