WPP’s Cavalry, the Chicago agency it set up to handle MillerCoors, looks like it’s in full retreat, back to Y&R Chicago (also owned by WPP). Cavalry lost the MillerCoors business last year following a change of CMO three years after its formation.
The usual reason for accounts moving is a change of CMO although there are some notable exceptions – IBM in WPP’s stable for example – who do stay put despite personnel changes. New CMOs, though, seem to particularly dislike bespoke agency structures like Cavalry. Maybe because they miss the fun of reviewing agencies or keeping a roster of them on their toes. Which makes you wonder why agency owners like WPP do it.
WPP’s most famous ‘fail’ in this field was Enfatico, the agency it set up to handle Dell. That too was folded into Y&R.