Are Holding Companies Important in Agency Reviews?

Believe it or not, we’re asked quite often about whether or not holding companies are important to clients in a review process.

The truth is many clients ask about, but don’t really consider, the holding company when selecting a new agency partner.

In the creative reviews we manage, we go to individual agencies when building and recommending our list of agencies—not the holding company.

For media, it’s a little different. In many cases, there is less competition between holding company agencies, and as such, the holding company will often pick only one to go after the business.

The bottom line is that the holding company doesn’t matter as much to clients as some agencies might think. Put forth your best individual agency solutions and you will, in turn, put your best foot forward in a review.