The news of Omnicom and IPG merging to create the world’s largest marketing communications holding company is making big waves in the industry this week. On paper, it sounds huge—more scale, more capabilities, more everything.
But for advertisers, the real question is simple: “What’s in it for me?”
If you’re feeling a bit uneasy, you’re not alone. This deal comes with plenty of uncertainty, and while it’s being sold as a game-changer, it’s not immediately clear how it benefits advertisers.
Let’s break it down—what this means for you, what you should be asking, and what you can do to stay ahead.
What Advertisers Are Worried About
Big mergers like this tend to come with big disruptions. Some questions keeping advertisers up at night:
- Will my agency stay stable? Merging two massive holding companies is messy. You might face team changes, delays in projects, or a drop in service quality as the dust settles.
- Am I still a priority? In a bigger, more complex organization, smaller clients might worry about being overshadowed. Are your interests still front and center, or are you getting lost in the shuffle?
- How will the market react? With $750 million in promised cost savings (mostly from layoffs), the market will be flooded with talent. This could lead to instability at agencies and even salary changes, shaking up the industry.
- What’s the real benefit for me? Beyond buzzwords like “synergies” and “scale,” the benefits to individual advertisers aren’t immediately obvious.
What You Can Do Right Now
At this point in the game, there are more questions than answers. But, there are still things advertisers can do as we all wait to see how this shakes out.
1. Don’t Panic—But Start Preparing: The merger isn’t a done deal yet, so don’t make any rash moves. But it’s smart to start assessing your agency relationships and thinking about potential next steps.
2. Ask the Hard Questions: If you’re in the middle of a pitch with one of these agencies, put this merger on the table:
- How will this affect your ability to deliver?
- What specific benefits will this new holding company bring to me?
3. Reassess Your Current Agency Setup: If you’re working with Omnicom or IPG agencies, take a closer look at your agreements and team structures:
- Are your contracts still protecting your interests?
- Will your agency have the resources to meet your needs post-merger?
4. Think About the Long Game: Don’t just look at what this merger means now—think about what it means for the future of your media strategy. Are your partnerships helping you grow, or just keeping the lights on?
5. Stay Opportunistic: A merger this big shakes up the market, and that means opportunity for those looking for competitive advantage. The influx of talent could be a chance to strengthen your team or explore new agency options.
What’s the upside?
While the challenges are real, there’s also real opportunity. By being proactive, asking tough questions, and staying focused on your goals, you can turn this disruption into a win for your business.
If you’re unsure how this merger might impact your media strategy—or if you just want to make sure you’re covered—we’re here to help. Let’s talk about how you can stay ahead and make the most of this moment.
Schedule a call with us today.
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