Any market disruption always creates new opportunities for those that can act decisively. How will the Omnicom/IPG merger impact your business, and what opportunities does it create?
In our advisory work with marketing and procurement leaders so far this year, it is clear that advertisers fall into one of four cohorts.
Agencies continue to be VERY competitive in 2025, creating a unique ‘buyers market’ for those advertisers looking to increase value and improve pricing and commercial terms with agencies.
The media agency you work with and the current status of your relationship with them will determine the right strategy to take for the next 12-36 months.
Which cohort are you? Let’s discuss your best route ahead in confidence so you can make the most of the value opportunities this market change will bring.
The proposed merger of Omnicom and IPG marks one of the most significant disruptions to the media agency landscape in recent memory. These moves will reshape holding groups, shift talent, and prompt new leadership—creating uncertainty not just for agencies, but for the advertisers they serve.
But here’s the good news:
Any market disruption always creates new opportunities for those who act decisively.
The media agency you work with—and the current state of that relationship—will determine how your business is impacted, and what opportunities this shake-up unlocks.
Introducing ID Comms’ Media Merger Matrix
At ID Comms, we’ve been advising marketing and procurement leaders through this change and have seen clear patterns emerge. To help brands navigate this moment with clarity, we’ve created the Media Merger Matrix—a framework for making smart, timely decisions about agency relationships during this time of flux.
Advertisers fall into one of four strategic cohorts, based on their agency affiliation (Omnicom/IPG or not) and how satisfied they are with the current partnership.
The bottom line: Whether you’re with a merging agency or not, every advertiser stands to gain (or lose) depending on where they fall in this matrix. Let’s see what your next winning move should be.
Which Cohort Are You?
Cohort 1: Deal Watchers
❌ Does not work with Omnicom/IPG agency
✅ Happy with agency relationship
You’ve got a good partner, and you’re outside the merger disruption. That puts you in a strong position—but now’s not the time for complacency. The media market is shifting fast, and top talent is on the move.
Strategy: Use the next 12 months to reassess capabilities using the Media Merger Matrix. Gather fresh performance data and ensure your agency is still future-fit.
Opportunity: Protect value and set benchmarks now—so you’re ready to act later if needed.
Cohort 2: Safe Passage
✅ Work with Omnicom/IPG agency
✅ Happy with agency relationship
You like your agency—but will they still prioritize you in the post-merger environment? With restructuring underway, your account could face changes in team, leadership, or attention.
Strategy: Act now. Renegotiate terms, update scopes, and lock in commitments that protect your business through the change.
Opportunity: Use the moment to secure better pricing and commercial value in a highly competitive market.
Check out this episode of #MediaSnack
where we break down the matrix.
Cohort 3: Open to New Ideas
❌ Does not work with Omnicom/IPG agency
❌ Not fully happy with agency relationship
If you’re not satisfied, this is your moment. 2025 remains a strong buyer’s market—agencies are competing aggressively for new business. Your account could be a big win for the right partner.
Strategy: Consider going to pitch now. Use the Media Merger Matrix to evaluate future-fit capabilities—not just the slickest deck.
Opportunity: Find an agency that’s better aligned to your strategy, talent needs, and expectations.
Cohort 4: Wait and See
✅ Work with Omnicom/IPG agency
❌ Not fully happy with agency relationship
You're frustrated—but the timing may not be right for change. With agency teams in flux, pitching now could deliver false signals.
Strategy: Extend your contract for 12 months, clarify expectations, and use this time to plan.
Opportunity: Gain leverage by waiting. Let the dust settle, then re-enter the market on your terms with more clarity.
Are You a Priority Client?
Whatever your current relationship status, here’s a crucial question: Are you seen as a priority client by your agency?
That status unlocks access to the best teams, innovation pilots, and extra investment in your success. If you’re not a clear priority, it’s time to revisit how you engage and what you expect.
2025: A Buyer’s Market for Media
Agencies are extremely competitive right now. Whether you’re looking to renegotiate, pitch, or just reassess quietly, this is a moment of unprecedented opportunity to unlock better value.
The decisions you make in the next 3–6 months could set the tone for your media performance for the next 12–36 months. The Media Merger Matrix can help you evaluate your options and act with confidence.
Which cohort are you? Let’s talk.
We’re advising advertisers across the industry—whether you're with Omnicom, IPG, or elsewhere—on how to respond to this disruption with control and clarity.
Request a copy of the Media Merger Matrix and let’s discuss your best route ahead in confidence.
For more on the merger be sure to bookmark our Omnicom Merger page where we are keeping everything you need to know in one place. You can also follow us on LinkedIn and catch recent episodes of #MediaSnack Winning where we continue to unpack the risks, opportunities, and strategies advertisers should consider as the industry braces for this change.
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