Independent agencies poised to win larger advertisers amid media transparency fallout
Of the £11 billion of media billings tracked by research firm Comvergence across 21 markets including the U.S., Germany and India over the first nine months of the year, around £2.1 billion was assigned to independent media agencies.
One-third of the 42 accounts analyzed in the first six months moved to an independent shop, including Honda’s £449 million to Horizon Media and Sprint’s £516 million to RPA. Comvergence estimated independent agencies mainly concentrated in the U.S. would win a further £224 million to £300 million in the last three months of the year.
Winning larger media accounts won’t be easy for independent agencies.