#agency-consolidation

#agency-consolidation

For a year, the deal progressed behind closed doors, with only scant details released around the edges. Upon conclusion last week, one analyst - Gartner's Ewan McIntyre - told The Drum that, if the new Omnicom is to keep its top-spot as the presumptive biggest marcomms group in the world, it will need to start "communicating a lot more openly about [its] vision".

"Investors as well as brands have had the realization that a somewhat tech enabled agency didn't enable a true level of scale that the brands needed," said Leopold. "If you look at like the 10-ish billion dollars of brand direct to creator spend, that's very constrained. It's less than 2% of the $800 billion of digital media spend running through platforms."

Many WPP clients find the company's offerings "very complicated" and are looking for a simpler user experience, Rose told investors during the earnings report. What does a solution look like? "We need to be a little less holdco and a little more co," she said. This means more integration throughout the firm and more agency consolidation, as WPP focuses on simpler enterprise and tech solutions.

This week brought big shifts in streaming, fresh AI experiments in commerce, major agency consolidation, and regulators keeping a close eye on ad tech. In today's MadTech Daily, we cover Meta planning to use conversations people have with its chatbots to personalise ads on its platforms, OpenAI preparing a social app for AI video, and the UK ordering new data demands for Apple users.