As the advertising economy appears poised for an upturn, General Motors, Yum Brands, Emirates Airlines and many other big marketers are looking for new agencies, according to the Wall Street Journal, which says a push to drive down costs is behind the trend.
The economy, including advertising activity, has started to move out of recession, and as it does, many major marketers have begun to look for new agencies, according to a story in the Wall Street Journal.
Written by Suzanne Vranica, the story says that General Motors, Yum Brands and Emirates Airlines, as well as a long list of other big marketers, have begun to initiate reviews in search of new agencies.
Behind the trend is a push to drive down the fees they pay, the story says, and one big agency, JWT, has pulled out of a review for United Parcel Service’s account because it was being run by procurement officers and because the fees being requestes were so low.
WSJ Online subscribers may read the full story here.