Agency brands have been through the wash this year with a laundry load of mergers, acquisitions, closures and some clean and sparkly new shops.

In this episode, the Campaign editorial team discuss how agency brands become distinct and recognisable and what concoction of ingredients help them create their own brand.

From famous leaders and agency names, to office location and calibre of clients, Campaign's journalists investigate what happens when an agency gets bought (in light of NCA's sale to WPP) and how shops stand out among the competition.

Hosted by tech editor Lucy Shelley, this episode includes Maisie McCabe, UK Editor; Charlotte Rawlings, senior creativity reporter and Gideon Spanier, UK editor-in-chief.

Spanier takes us through the history of how some of the UK's biggest agencies, including WPP and Saatchi & Saatchi, became who they are today. McCabe examines some of the top creative agency brands and Rawlings suggests that if agencies are so good at building brands for clients, do they need to take a dose of their own medicine?

Further reading:

WPP buys New Commercial Arts as founders hit jackpot again

What does adland think of NCA’s sale to WPP?

Ogilvy and NCA chiefs on M&A deal, sharing talent and why rivals should be ‘frightened’

WPP merges VMLY&R and Wunderman Thompson

Will advertising agencies survive?

Laura Jordan Bambach, Hannah Matthews and Fern Miller unveil 'advanced' creative agency

WPP makes £2.8bn annual loss after Covid hits value of agencies

WPP’s Mark Read on the outlook for 2024, bonuses, fewer freelancers and job cuts

Maurice Lévy on his Publicis legacy: handing power to Arthur Sadoun ‘worked beautifully’

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