Here in the UK, five agencies are currently competing for the Ikea creative account (according to Campaign).

Three are Omnicom agencies:

McCann

Adam & Eve\TBWA

AMV BBDO

Welcome to the holding-company Twilight Zone, where you fight your own cousins for the same biscuit.

likefunnysmart
Posting as :
works at
You are currently posting as works at

I’m trying not to sound artificial here. That’s one of the grossest things I’ve heard in this industry. This is the future?

likeupliftinghelpful

This is normal. Should the UK only submit one athlete per Olympic sport? Of course not. More players in the competition increases the chances the motherland takes home the prize.

smarthelpful

Many dogs in one fight increases your chances to win. What’s hard to understand.

like

Three lots of pitch costs for Omnicom to swallow!

Can’t imagine much synergy or collaboration happening here. It’ll be a painful for Omnicom Production to cost up so many routes!

But at least they have a 3 in 5 chance of winning the account!?

like

Except unless they spend on freelancers, it’s the people working around the clock who are paying the cost.

like

They're not fighting for the account per se. They're fighting to keep the name in the next merger.

smart

@OP ha, I was just about to post this lol. https://www.instagram.com/reel/DRcsgCZCTS4/

funny

Every man for themselves

This has been going on for at least 20 years. When I worked for a WPP agency we pitched a piece of P&G business. We worked with a CD from another WPP agency that had a piece of the same brand. We arrived at P&G early and were waiting on the cafe in the lobby when we saw that CD arrive…with a team from another WPP agency. He was pitching with them as well! This was around 2006-7.

Also, when I worked for Omnicom in the 20-teens, it wasn’t unusual for a company with a relationship at Omnicom to come to them with a piece of business and ask them to find an agency that was best suited to service it. Sometimes they would identify three agencies within Omnicom and have them pitch against each other for the business, if the client’s procurement process required a pitch.

Three dogs in the race increase your likelihood of winning

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