Oreo maker Mondelez's CEO is rejecting ad agencies' normal pricing and pushing for them to have some skin in the game
The traditional agencies are at peak vulnerability. The ANA exposed them in a scathing 2016 report for ripping off clients; marketers are demanding more accountability of them; and new competitors are coming in the form of consulting companies, publishing houses, agency alternatives like VaynerMedia has come a long way from its conference-room roots, with 25th-floor offices in a Hudson Yards skyscraper overlooking the Hudson River. In addition to New York, it has offices in London, Los Angeles, and Chattanooga. It's opening an office in Singapore this summer and Vaynerchuk says South and Central America are on his mind for future expansion.
"When we need to act with speed and purpose and humanize our company, Vayner's the first call we make," Olstein said. A campaign to insert GE in the solar eclipse event last year was done in about two weeks,"probably about half the time of a normal agency."In 2018, Mondelez moved its North American media business to Vayner from Carat , which Halvorson said was a watershed moment in showing Vayner had grown from just being a social-media agency.
Vayner's strength in social media also makes it especially vulnerable to the in-housing trend, said Greg Paull, co-founder of R3, a consulting firm to marketers, whicha top social-media marketing firm in 2017."A chunk of what they do, marketers are looking to, 'How can I do this directly?'" he said.
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