Large Agencies Partner With Smaller Agencies to Create Ads – Adweek

23Jun, 2020

It’s the latest example of a symbiotic relationship that has developed in recent years between advertising’s giants and startup shops. Such investments allow holding companies or larger agencies to take a stake in shops not open to acquisition, while smaller shops gain scale and resources that could otherwise take years to build.  

Staying lean yet scaling up

“We have this principle of audacious creativity,” Cartwright said. To accomplish that, he continued, “You have to be lean; you have to move quickly.” 

He explained that this approach led to a model allowing for leadership to work directly with clients, leveraging occasional partner Grey’s capabilities and scale as needed while avoiding the processing that often slows the industry down.

One of the most celebrated creative agencies in recent years is…

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