Hollywood, Creator Agencies Battle Madison Avenue For Brand Budgets
CAA, WME and Reign Maker Group are building creator businesses and new holding companies to win brand budgets as WPP and Omnicom consolidate. What marketers should know. Hollywood and the creator economy are moving in the opposite direction, building their own holding companies and competing for brand budgets. The move is a bet that creators control much of the attention brands buy and therefore gain a larger share of marketing spend. The biggest entertainment and talent companies are already investing in this strategy. CAA and TPG-backed Integrated Media Company launched Compound Creative Holdings, a $250 million company that buys stakes in creator-built businesses and helps run them. Live Nation launched Creator Nation to buy creator-management firms and WME launched Creator Labs, invested in video firm Astra Media and expanded its Creator Sales team. Meanwhile, Billion Dollar Boy made its first acquisition, buying B2B creator agency Creator Authority. Gabe Gordon, co-founder of Reach Agency, sees a difference between holding companies taking the acquisition route and shifting how brands approach advertising through the creator lens.
ที่ตีพิมพ์ : 23 ชั่วโมงที่แล้ว โดย Jamie Gutfreund ใน Business Tech
Madison Avenue’s holding companies are consolidating. WPP CEO Cindy Rose said in February that WPP is “no longer a holding company,” and Omnicom said it would retire DDB, FCB, and MullenLowe after acq... [7106 symbols]
หัวข้อ: Celebrities
