Unilever chief executive Alan Jope said, 'What I don’t want to do is just have a relationship with one narrow vertical just within WPP. We’ll give them a problem and I want them to go find within WPP the expertise and talent to work on solving our problems.'
One of most significant moments for the advertising holding companies, and the most pivotal, happened a little less than a year ago. WPP, just months after new CEO Mark Read took over from Sir Martin Sorrell, lost creative duties on its biggest account, The Ford Motor Co. British publicationspeculated that the loss was due to poor performance of WPP's creative work.
To placate an unhappy client and try to coerce better collaboration among its disparate agencies, Sorrell came up with what appeared as a good solution: roll up all those agencies’ Detroit offices under one roof, as a newly minted bespoke agency just for Ford, in an attempt to eliminate internecine rivalries and friction. Eventually, Ford realized that it sacrifices too much creativity sticking with this model.
WPP is not alone in establishing dedicated agencies. Omnicom’s DDB created a dedicated agency for McDonald’s, called “We Are Unlimited" 3 years ago, andreported at the time that McDonald’s demanded that the agency work at cost, essentially breaking even. This is not unusual. Bespoke arrangements are often driven by price, not creative effectiveness.
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