By Shawn Lim

The creation of Publicis Emil by Publicis Groupe at Daimler AG, the manufacturer of Mercedes-Benz, is being touted as the new agency model for legacy businesses undergoing digital transformation to find a compromise between in-housing and maintaining relationships with agencies.

Fellow car business Renault has followed a similar model, merging both its media and creative agencies (Omnicom’s OMD and Publicis respectively) to bring the bulk of its ad business in-house, which it hopes will enhance effectiveness and transparency and reduce wastage of its media spend.

However, a dedicated agency model does not always succeed. An example Read full story ›

Source: The Drum