Back in July 2010, we wrote a story about a merger between Advocate Advertising, Wag the Dog and MediaR. At the time, Andy Taylor, co-founder and director of the three-pronged entity that called itself Wag the Dog Agency, waxed lyrical about the new set-up, but according to a story in the NBR yesterday, it has a date in the Auckland High Court on Friday after the IRD applied to have the company liquidated. And New Zealand’s biggest indie Affinity ID has swooped in to snaffle the existing business.
If you believe the hype, big, traditional agencies are on death’s door, the quest for integration is a futile one, TV is dead, and small, nimble, specialist agencies with new ways of thinking are the way of the marketing future. If you don’t, then it seems like the normal circle of business life continues apace as small agencies look for opportunities to expand and eventually become bigger agencies. And, in the case of digital creative and media company Wag The Dog, accredited media planning and buying agency MediaR and creative agency Advocate Advertising, it seems there is still some strength to be found in larger numbers.