WPP’s Rose blasts ‘CEO handshake’ agency wins; Publicis fires back
AdExchanger reports that WPP CEO Cindy Rose criticized agencies winning accounts through CEO-to-CEO “handshake” deals that skip the formal pitch process, a pattern matching Publicis’s recent wins of PepsiCo, Microsoft and LVMH APAC without pitching.
Why it matters. If handshake wins become normalized, CMOs lose the competitive pitch process as leverage to vet agency fit before committing budget.
Signal from adexchanger.com · read the original.
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