Claxon launches advertising attack on ‘beige’ HoldCo competitors
Full-service indie agency Claxon has launched a series of billboards attacking the “beige” Holdco companies it competes with for clients.
A series of jumbo format placements in high traffic areas around Melbourne CBD and Sydney Airport explain “why working with a Holdco results in ‘beige’ outcomes”, according to the agency.
The OOH campaign will run through October, and be supported by digital and social across all owned assets.
Founder and CEO of Claxon, Daniel Willis, said there is a misconception that indies are limited in scope due to their size. “This is simply not true,” he explains.
“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.”
“The innovation and agility driving Independents – like Claxon – I describe as a kaleidoscope of colour compared to the HoldCos beige.
“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.”
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