The FTC has assumed control of the congressional antitrust investigation into the Omnicom/IPG merger, focusing on potential ad boycott collusion with conservative media. Initial investigations show no overt political bias, although industry insiders fear external pressures may emerge. As ad agencies consolidate and diversify into services outside the volatile ad market, they face increased demand for performance-driven results. The future of agency giants like WPP reveals a need to streamline operations amid ongoing changes in the industry landscape.
The FTC has fully taken over the congressional antitrust probe into the Omnicom/IPG merger, with questioning reportedly lacking political undertones.
A major shift is underway as legacy agency holding companies consolidate their brands and invest in services and tech businesses that don't directly rely on a fickle ad market.
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