Category: In the News

New strata lines are forming across the top layers of the agency world, as the Big Three (Publicis, Omnicom and WPP) cement their status as top dogs in size, scale and clout. That much is undeniable. 

But entirely new formations, alliances and brand revamps are taking place in that second tier of major agencies, which depending on which consultant you speak with, can include Dentsu, Havas, Horizon, Stagwell, and even Brandtech Group, Dept, MSQ, Tinuiti, WPromote or PMG. Oddly enough, few consultants even bring up S4 Capital, even though Martin Sorrell’s Monks operation is working hard to get back on track by essentially handing over more work to AI. 

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The direct-to-consumer playbook was built on performance — spend big on Meta and cash in on the conversion. But as digital ad costs rise and performance dwindles, DTC darling Ruggable is tearing up that playbook. 

“We have been focused on shifting over the last 18 months is a classic: what got us here is not going to get us there,” Lauren Sherman-Kaoud, chief marketing and creative officer at Ruggable, told Digiday. 

Since last August, Ruggable has shifted about 10% of its overall spend from performance channels, like Meta, into brand channels, like influencers and connected television. The brand plans to grow that spend by another 15% to 20% next year, Sherman-Kaoud said. The CMO declined to offer a specific dollar figure for its marketing budget.

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