Big brands enjoy million dollar deals with small agencies as adland abandons monogamy

valentines dayThousands of small agencies are flying under the industry radar as big brands enjoy ‘affairs’ worth tens of millions of dollars with small operators while proclaiming monogamy with their lead communications agencies.

Research by marketing and advertising consultants Trinity P3 has revealed that more than 3,000 companies are forging casual relationships with major brands well away from the glare of the industry spotlight.

The Valentine’s Day revelation shows that the space of specialism has become one of the biggest growth areas in advertising, with some small agencies earning millions from their big brand dalliances.

Darren Woolley CEO at Trinity P3 said there are agencies that never appear on pitch lists.

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