While many believe Covid-19 has been a great leveler, others believe it has once again reignited the Network vs. Independent agency debate. With revenue pressures on the creative agencies increasing by the day with more and more clients deciding to reduce ad spends in the face of the looming uncertainty, it has become a question of the survival of the fittest amongst the agencies. While almost all of them have agreed to fee cuts on some level, the question is where will the key component of all agencies ---talent, suffer more, at independent agencies or the bigger network agencies as they undertake a slew of measures including salary cuts, furloughs and permanent staff reductions.
As it has come down to survival of the fittest during Covid-19 induced slowdown, the question is who will be able to keep their head above water better, Network agencies or Independents