Why Size Doesn’t Make A Super-Agency

“Holdings are the full service agencies of the new millennium.” That claim was made by Sir Martin Sorrell – in a 2004 Admap article with the title ‘Why you should appoint a global agency group?’ Almost 10 years later, with the announcement of the Publicis-Omnicom merger, the industry is again seeing another attempt to build the next super-agency. But is size really the important differentiator in an industry that should primarily be about producing creative solutions that work in their client’s interest?