Ad Age covers the potential Omnicom-Interpublic Group (IPG) merger, reporting it could create a $25.6 billion global agency powerhouse, possibly surpassing WPP as the largest holding company and intensifying competition with Publicis Groupe. Analysts have highlighted the deal’s strategic focus on scaling technology, data, and media services, with Omnicom leveraging IPG’s Acxiom data and boosting principal-based media buying.
Ryan Kangisser, Chief Strategy officer at MediaSense, contributes to the article, “While they may not be the biggest if this goes through, they may arguably be the better integrated of the holding companies.”
Read the article in full here.