With big agencies getting even bigger – witness VMLY&R and Wavemaker’s origins in Maxus and MEC – there’s a need to offer clients an entry point on a smaller, more agile scale as a way to stave off the threat from consultancies, and to stop agency work from being commoditised.
Elspeth Lynn, Geometry ECD says: “Our job is to help our clients innovate and exploit channels, unlock new categories and build new products to drive growth. Innovation, we believe, sits at the core of this.”
It feels like agencies shouldn’t really have to be spelling this out, but if it reassures clients that they have a handle on transformation, then it’s got to be worth a go. If the mergers keep coming, though, creating these divisions can be nothing more than tinkering at the edges.