Incumbent agencies must beat the odds to retain big clients

06/24/2013 | Adweek

Deep knowledge of the client and less-than-outstanding competition helped Cramer-Krasselt, RPA and JWT defy heavy odds and retain their duties after recent reviews by Porsche, Honda and HSBC. A review is "sort of like the prize fight in that you really need a convincing knockout to compel one to change the resources. I don't think you're going to hire somebody that's marginally better," observed one source familiar with Cramer-Krasselt's efforts to retain the Porsche account.

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