July 2019 new business league: 'AOR is on life support'

July’s new business league lends weight to industry chatter of AOR relationships declining. 

Meanwhile, smaller shops transforming with client want for more project-based work are coming out on top, according to figures wrangled by consultancy firm R3 Worldwide.

Greg Paull, co-founder and principal, said: "This month again suggests that the AOR concept is on life support. 

"While DDB stepped up to be Kroger’s first AOR, at the same time, their McDonald’s partnership saw business move out to Wieden + Kennedy for specific scopes. 

"From Anomaly to Mother to Berlin Cameron, boutique agencies set up to manage project-based business are flourishing."