Between the Lines: DFGW's better off on its own

The news that DFGW has picked up the £14 million Expedia account (page 2) will come as a welcome boost for the agency in the week its long-anticipated sale to Lowe London was called off.

That it triumphed in the face of stiff competition from VCCP and Delaney Lund Knox Warren & Partners is an endorsement of DFGW's way of working and of its status as an independent. The agency's future growth will now rely on its ability to win more new business and add to a client list that still looks a bit too reliant on the BBC.

DFGW says it is not actively looking for another merger partner and has no immediate plans to sell.

This seems like a wise strategy. A future as an independent agency could be the best way forward if DFGW can build on the Expedia win. If it succeeds in replicating some of the new-business success enjoyed by the agencies that it pitched against for the Expedia account, it could find itself in a position to demand better terms and a much higher price-tag from any future suitor.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).