Future of Marketing Briefing: Advertisers have more ways than ever to choose a holdco, and free holdcos to choose from
Fewer holdcos, more ways to pick one: inside the changing agency pitch.
This Future of Marketing Briefing discusses the evolving landscape of advertising account selection for Digiday+ members, published every Friday at 10 a.m. ET. The rise of integrated pitches emphasizes finding the best holdco for a specific account, rather than the traditional seven-figure, year-long process. Coca-Cola, PepsiCo, and Dyson have all made unconventional choices, with Coca-Cola receiving pitches from two holdcos and Dyson comparing three heavyweights before settling.
Jaguar Land Rover sought a bespoke holdco to run all aspects of their operations. Clients are now more proactive in determining what they want to own and what they need agencies for, which has led to new options such as staying put, splitting businesses, or remaining undecided. Pitch management firms are busier than ever, with 2027 expected to maintain their busyness due to new launches.
The closed process, although shorter in time, still requires lengthy negotiations. Ultimately, a full review offers a price proof and stick for big advertisers, but organizations not well-prepared may struggle to sleep at night.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
