But trade desks were under growing pressure. Brands started clamoring for more agency transparency and the recent ANA report on agency rebate practices fanned the fire.
“As long as [Varick] was hitting goals, there was this idea that everything would be fine,” one source said. “The market forced Varick to become transparent, and profits evaporated within a quarter or two.”
In short, the source claimed Varick was not generating the kind of business that it used to.
And Varick continued to struggle with a talent loss – partially due to alleged political rivalries within the holding company ranks and poaching from competitive camps.
“I think a lot of people were scared about the leadership changes,” a source said. “Martin Cass is really good with clients and they keep winning big accounts, but he is not a technology guy. And he had been fighting [to have] Varick for a while.”
MDC Partners declined to comment for this story.
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