On your side of the table.
Independent, client-side advisor that works only for you.
You hired the agency to build your brand. Nobody hired independent, client-side advisor to make sure that relationship still works in your favor three years later.
We work exclusively client-side. Not affiliated with the Big Six or their agencies — not now, not on a future engagement, not ever. That independence isn’t a talking point; it’s the bedrock our business model rests on — how we maintain integrity in every client engagement.
Big Six agency holding companies — WPP, Dentsu, Havas, Publicis, and Omnicom/IPG — bundle services into complex, bloated contracts that inflate cost through duplicate capabilities and stacked margin. Luzae Advisors is an independent advisor who reads these deals for the client’s benefit and recaptures revenue already being spent.
Nobody reads the fine print. We do.
Agency holding companies are collapsing under their own weight — the “one-stop-shop” pitch is marketing, not reality.
Decades of consolidation, acquisition, and rebranding have pushed the Big Six — WPP, Dentsu, Havas, Publicis, and Omnicom/IPG — toward a bundled model that packages multiple agency offerings into a single deal.
Bundling doesn’t always lower your cost: each sub-agency inside the Big Six holdco structure still has to meet its own financial numbers, and those numbers get built into your rate. Add duplicate capabilities, overlapping technology, and margin stacked on margin, and a straightforward agency deal turns into one you’re trying hard to untangle.
We read the holdco pitch, the RFI/RFP response, the MSA, the SOW, and the SOP that came with it — for your benefit, not theirs — and evaluate your agency deals and relationships for revenue recapture.
Who we advise.
If you’re weighing a renewal, a complex scope without clean explanations, or a commercial structure nobody’s fully walked you through — that’s the conversation to have before you sign, not after.
People we help:
– CMOs or Chief Growth Officers managing the full marketing P&L
– VP Marketing responsible for agency ROI
– Category leads managing the day-to-day agency relationship
– Procurement leaders who own the agency category
– Brand directors who inherited a contract they didn’t negotiate
How we work.
Direct, transparent, and welcoming — with a single goal in mind: revenue recapture.
If holdcos don’t especially like having us in the room, that’s usually a sign we’re doing this right. Call it what it is: a corporate mercenary for hire — friendly, if you’re the client. Decades inside the Big Six taught us exactly how holding companies structure incentives, price risk, and defend margin, often with a sharper read than their own C-suites carry. We’ve simply turned that insider expertise to work for your benefit instead of theirs.
That’s how we demystify the relationship and bring the kind of clarity that turns into real revenue recapture. Measured and unhurried. We have the time and expertise to do this right — rushing it is how you end up back here in eighteen months, or worse still, a lot sooner.
A holding company (“holdco”) that owns multiple advertising and marketing agencies — WPP, Dentsu, Havas, Publicis, and Omnicom/IPG are the largest, known as the Big Six.
Not necessarily. Each sub-agency inside a bundled deal still has to hit its own margin target, and duplicate capabilities and overlapping technology often raise the effective cost.
WPP, Dentsu, Havas, Publicis, and Omnicom/IPG, along with their sub-agency networks.
