Originally Published PR Week
Any CCO whose company retains multiple PR firms and is not considering some form of roster consolidation is outside the norm right now.
This urgent desire to gain stronger control of external business partners does not necessarily mean consolidation to just one global agency. That remains a rarity.
Why are companies looking at consolidation right now? Well, the problems with the status quo are plentiful: an absence of global integration at a time when many corporate issues are uniquely global; message inconsistency; greater risk to the corporation; too much client time spent on firm management; diffused accountability; an absence of efficiency in idea creation and execution; reduced quality control; potentially reduced market impact; and the total absence of leveraging scale for better pricing. (more…)
