Independent vs. In-House Agencies- Tanya De Poli of Ogilvy Miami: Why The Most Effective Ideas Come From Working Hand In Hand With Clients

Brands are changing. Revlon has replaced Grey with an internal agency called The Red House, while P&G is set to create a new agency focused on its Fabric Care business. These are some of the changes trending among advertisers at the moment.At Ogilvy Miami, General Manager Tanya De Poli said that good agencies will always be indispensable. “At Ogilvy we are constantly upgrading our talent to have a fresh approach to creativity along with digital-savvy talent.” She added that their data-plus-insights formula successfully generates relevant content for brands, and that “an independent creative team working closely with the client continues to be, in our opinion, the best way to transform that formula into effective advertising ideas.” She said that brands increasingly invest more in digital. However, this varies greatly depending on the market and the client. “In Latin America we continue to see that television consumes almost 60 percent of the budget, while digital takes 30 percent and print media 10 percent. In the US Hispanic market, advertisers continue to consider TV their best bet by far.”