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AOY: Reliving the great Canadian agency rebellion
The article discusses the shift in the Canadian advertising landscape during the 1990s, highlighting the rebellion against the dominance of multinational agencies like BBDO and Ogilvy. It reflects on how local agencies began to carve out their own identities and strategies in response to the established order. Brand strategists can learn about the importance of local agency identity and the potential for disruption in established markets.
Strategy Online — CA: For much of the 1990s, Canada’s advertising establishment was dominated by the big multinational networks. Think agencies like BBDO, Ogilvy, …
The article provides significant historical context for brand strategists regarding local agency identity, which is impactful for understanding market dynamics, though the themes of agency rebellion are not entirely new.
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