Brands are challenging ‘legacy marketing’ with new agency models
Last week, Diageo ended its 15-year relationship with BBH, announcing plans to move two of its major creative accounts, Bailey’s and Gordon’s, in-house for the next 12 months with no plans to pitch for a new agency.
At the same time, giffgaff announced a new agency model, which will see it adopt an “open-source approach”, working in-house and with different agencies depending on its needs.
It claimed an industry first after it enlisted the help of its customers to create its latest marketing campaign. They had input on every aspect – from the script to voiceovers, the creative idea and written Read full story ›
Source: Marketing Week
