What's In A Name?

How changing client needs are erasing the identities of agencies.

- Erik Oster

Advertising pioneers like J. Walter Thompson and Raymond Rubicam built creative empires that dominated the industry for decades. That era may be nearing its end.

Insufficient self-branding, limitations imposed by the holding company model and client-dedicated units led to the decline of once-potent agency brands. Holding companies have responded by consolidating struggling creative agencies with other offerings, a trend that shows no signs of slowing.

“It seems to me that the devaluation of agency brands and the devaluation of creativity are moving in lockstep,” Ad Contrarian blogger and Bad Men author Bob Hoffman said, leading shops to attempt to be “everything at once.” He added, “We do the opposite of what we tell our clients to do.”

Double bit Narrative partner, brand language strategist and Interbrand veteran Caitlin Barrett attributes branding issues to agencies not investing enough time or resources into their own identity and positioning. She said employees working 60-plus hours per week are tasked with building their brand, but aren’t given the right circumstances to succeed.

Traditional agencies have struggled to keep up amid industry evolution, restricted by holding company relationships from investing in new technical capabilities or seeking out smaller, upstart clients that may lead to short-term financial losses but ultimately build value.