EDITORIAL: BBDO can gain from invisible accounts

Good to see some firm, innovative leadership at BBDO Europe, which is looking to leverage its assets by creating a parallel network. The initiative acknowledges there is potentially good business to be had from clients that represent modest spends in individual markets but whose collective pan-European budgets might be substantial. Brands with a famous heritage but which have been neglected through under-investment will also be targeted. Such accounts might not only be invisible in a BBDO network agency but close that agency to conflicting business. In these times, it looks like a smart move.

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