#retendering

#retendering

Every week there are stories of brands retendering, with agencies enthusiastically falling over one another in a race to the bottom on margins. Among the most recent cases, Hilton has set about building its own internal "centers of excellence" dedicated to specific media and marketing areas, which will be reinforced by the right niche and independent agency. One of the unintended consequences of the digital revolution has been to challenge the identity and purpose of the all-encompassing agency.