Agency Networks: Betting on More Than Big

Pharma could be o­ne lucky industry. A new age in global agency networking has begun, o­ne in which individual talents and agencies are striving to join seamlessly in an internationally organized, fluid-yet logical-structure. o­ne in which competition is pass-collaboration is standard, and agency holding companies offer pharma clients the "best of field" in networked services, from contract research to consumer advertising. Three holding companies, ubiquitous in the industry-WPP, Interpublic, and Omnicom-dwarf smaller o­nes such as Grey, Publicis, and Bcom3. And they all paint the same fanciful picture of their roles in pharma's future as a global industry, yet none offers anything different from the rest, with o­ne exception: Omnicom's DAS.

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