Publicis keeps the banking giant’s media and digital business, which will be a great relief to Maurice Levy and co. who lost out out recently in Procter & Gamble’s $2.6bn North America media review.
The jury’s still out on whether or not bespoke teams like WPP’s for BoA really work. They’re a great way of winning business, flattering the client company which finds itself, seemingly, at the centre of things. Hanging on to said business is more difficult though; instanced in the summer move of Coors Light out of bespoke WPP agency Cavalry.
IPG’s collection of strong US creative agency brands still obviously plays a potent part in its home market. The issue it has is media which makes some sort of tie-up with Dentsu Aegis, primarily a media buyer although it also owns Mcgarrybowen, even more attractive. IPG and Aegis share the giant General Motors business.