2021 May – Forbes (Global) – By Avi Dan – Research firm COMvergence conducted a survey about the make-up of pitches within a 24-month time frame, in 2019 and 2020. It involved participation from U.S. creative and/or media and digital agencies. Of 570 agency changes, only 13 advertisers, just 2%, selected agencies from the same holding company when choosing multiple agencies. Only in one case, as COMvergence’s survey reports, was the entire communication budget assigned to a dedicated, standalone unit.
