Omnicom’s plan to acquire Interpublic Group has shaken the advertising industry, adding potential uncertainty to ongoing and upcoming agency reviews. Marketers now face challenges beyond evaluating creative and media capabilities, needing to factor in potential consolidations and staff changes tied to the $750M in “synergies” promised by the merger.
Some clients may hasten reviews to avoid future disruptions, while others might exclude IPG and Omnicom entirely. As Ryan Kangisser, CSO at MediaSense, explains, “It’s a bit like buying a house that needs a renovation … you have to accept you’re going to be living under dust sheets for a period of time.”
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