Reflecting on the advertising agency landscape in 2015, we saw a number of key mergers and acquisitions and trends that shaped the landscape as we enter 2016.
In
the last post of this series, we highlighted some of the M&A activities
with the large advertising holding companies, including WPP’s GroupM, Havas,
Publicis Groupe, and Interpublic Group. Staying abreast of these activities in
the advertising landscape is crucial for marketers, and marketing sourcing
professionals, since these mergers and acquisitions may have a trickle- down
effect on the agency you are currently working with.
The large holding companies are frequently adding to and
changing their agency networks to remain competitive in the ever-growing
advertising agency landscape. However, M&A activity isn’t limited to these
holding companies. In fact, this past year there was a rise in activities with
independent advertising agencies, and as a result these independent advertising
agencies are thriving.
But why are
companies choosing to partner with independent agencies? Especially when a larger
agency may have more name recognition and experience than an independent firm?
First, companies are becoming increasingly interested in
transparency with their advertising partners. They want to know where their
money is going and be able to calculate a clear return on investment for their
marketing budget. Also, many organizations are not interested in being viewed
as another client added to an agency’s roster. With an independent agency, the
client is able to get to know and build a strong relationship with the staff
working on their account and be a focal point of the agency’s efforts. These
companies are also using technology to their advantage, creating ads that can
reach hundreds of countries and eliminating the need for offices around the
world.
Although there have always
been independent advertising agencies, in the past these companies have had a
difficult time competing against the larger holding companies. However, in 2015
we saw independent agencies on the rise. Here are some independent agencies to
get to know.
Horizon Media, the largest standalone media agency in
the U.S., with $4.5 billion in ad spend across 100 clients, gained additional
recognition in 2015. The company continuously strives to deliver on its
mission, “to create the most meaningful brand connections within the lives of
people everywhere.” Horizon Media works with clients such as Geico, the History
Channel, Corona, and they recently agreed to become an equal partner in a newly
created media joint venture, Canvas Worldwide, which will take control of the
nearly $700 million U.S. media business for Hyundai and Kia beginning this
year. This past year, the company received two Adweek project Isaac Awards, an award
that celebrates invention in media, advertising, and marketing and technology.
Nominations were accepted across 35 categories and divided into four brackets:
Advertising & Marketing, Media, Digital, and Best Practices. Horizon Media
competed against companies such as Mindshare, 72andSunny, Leo Burnett
Argentina, and J. Walter Thompson. Horizon took two awards for their
partnership with iHeartMedia on a radio campaign and an internal
invention-development program. Keeping the Horizon mission in mind, enabled
these inventions to reach fruition, increasing the growth of this independent
agency.
Similar to Horizon, two other independent advertising
agencies, Merkle and Cummins & Partners, also expanded in 2015. Merkle, the largest independent agency in the
U.S. for CRM, digital, and search, announced in 2015 that they have set aside
$1 billion for acquisitions over the next 5 years. Merkle is looking to fill
the gaps in their service offering by purchasing companies that enable emerging
digital efforts like native advertising and video in order to compete against
the larger holding companies. Merkle has clients spanning numerous industries
such as insurance, retail & consumer goods, travel, and media and due to
the number of acquisitions in the near future, will be a company to watch in
2016.
Along the same lines, Cummins & Partners, an
independent agency founded in Australia, also gained popularity in 2015. Realizing
it wasn’t just the business that mattered, it was the quality of people, Cummins
& Partners chose to acquire New York based creative agency, dc3. With
companies becoming more focused on the individuals working on their advertising
accounts, Cummins & Partners wanted to make sure they had an all-star
employee roster. Todd Irwin, founder of dc3 produced work for brands such as
Verizon, Nikon, and Coca-Cola, and this type of experience will likely persuade
clients to choose Cummins & Partners, therefore enabling the independent
agency to scale their brand.
What is the endgame
for independent agencies such as Horizon, Merkle, and Cummins & Partners?
For some agencies they may want to continue to grow and then sell to a
conglomerate, such as WPP or Publicis; however, others, and what I expect to be
the majority of independent agencies, will remain fiercely committed to their
independence in 2016. These agencies will continue to enjoy the freedoms they
have as an independent, such as a unique culture and the ability to choose the
best talent and work with the best clients. I expect that in 2016 we continue
to see more rising independent advertising agencies and an increase in the
number of clients choosing to partner with these agencies.
For more insight into
2015 trends and outlooks for 2016, be on the lookout upcoming blogs in this
series.
Source One's Marketing Spend Optimization experts will be at ISM2016, where Source One is the exclusive sponsor of the Exec IN forum. Want to save on registration costs to attend this landmark event? Learn more over at SourceOneInc.Com.
References
"Horizon
Media." Horizon Media. Adbrands, 20 Aug. 2015. Web. 19 Jan.
2016.
"Horizon
Media Wins Two Adweek Project Isaac Awards, Recognizing
Invention." Horizon Media. PR Newswire, 22 Sept. 2015. Web. 19 Jan.
2016.
Kayne, Kate.
"Merkle Will Spend $1 Billion on Acquisitions in Next Five Years."
Advertising Age DataDriven Marketing RSS. AdvertisingAge, 16 Apr. 2015. Web. 18
Jan. 2016.
Stilson, Janet.
"Can Indie Ad Agencies Thrive in the Merger Era?" AdWeek.
AdWeek, 20 May 2014. Web. 19 Jan. 2016.
Wander, Erik.
"How This Independent Agency Is Starting Its Aggressive Global Expansion
Plan." AdWeek. AdWeek, 12 Nov. 2015. Web. 18 Jan. 2016.