Why independents are seeing success in Southern Calif.

02/24/2014 | Adweek

Ogilvy & Mather Los Angeles and DDB L.A. are two of the most recent examples of big-agency network offices that have had to cut back their presence in Southern California. Agency execs say independent shops and content startups have key advantages in the region. "With business consolidation and the recession, clients are migrating to larger markets, and it's harder to sustain smaller offices. L.A. boutiques have an advantage in that it is their primary office," said Mark O'Brien, president of DDB North America.

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