Phasing Out Consolidation, Making Room for Creativity

Though the ad industry trend of consolidation continues, some marketers are shifting from using a single lead-agency to a more creative approach, using multiple shops, reports Adweek. Companies utilizing the decentralized approach include Coca-Cola, Macy's, Motorola, Walt Disney Parks & Resorts, and Sony Electronics. More than $500 million in ad spending exchanged hands when Disney, Macy's, Motorola and Sony made shifts in January 2005. These companies appear to prefer choice and interagency competition to the relative simplicity of using one agency.