Holding Companies Are in Flux, Which May Lead to Less Diverse Portfolios

They are developing into core agencies as the ad industry transforms

As the advertising industry changes, so does the concept of a holding company. Getty Images

What is a holding company, and where did they come from in the advertising space? I saw the development of holding companies firsthand as a young advertising executive working for Dancer Fitzgerald Sample (DFS) in New York in the mid-1980s.

Brian Sheehan is a professor of advertising at Syracuse University and is a member of our Adweek Academic Council.