Full-service independent agency Claxon has gone on the attack with an outdoor campaign against what it calls "beige" holding company competitors.
The campaign designed to bring attention to “why working with a Holdco results in beige outcomes,” involves jumbo format placements rolled out in high traffic areas in Melbourne City centre and Sydney Airport during October.
Daniel Willis, founder and CEO of Claxon, says the innovation and agility driving Independents, such as Claxon, are a kaleidoscope of colour compared to the beige beige of HoldCos.
The out-of-home campaign will be supported by digital and social across all owned assets.
Willis says independents have for too long positioned as being limited by their size and less able to drive large budget, multi-channel, innovative and highly creative campaigns.
"This is simply not true," he says.
“Leading independent agencies can deliver brave, bold work crafted by senior agency staff. What HoldCos like to tout as an independent’s weakness - our smaller size - is actually our strength.
"Our agility, bold thinking and raw hustle within the culture of the top indies is truly unmatched and brands need to know there is a better way.
“Too often brands who work with HoldCos might think they are getting the best, but what they really end up with is working with a junior level team, constrained by a big machine mentality and a culture that produces homogenised work.”
"While I recognise a small number of OOH placements won’t change the world, this is really about what Independents can offer vs HoldCos.
"We want to put a line in the sand and call the HoldCos out for delivering what we believe is ‘safe’ & ‘beige’ work. If brands truly want to work with an agency that thinks differently and are bold and brave themselves, then in my opinion, a leading independent is the partner to have.”
“I can assure you the response to both Melbourne and Sydney’s billboard has been amazing, my phone has literally run hot since the OOH placements were installed,” Willis concluded.
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