Memories of the future
Posted: Thu Dec 12, 2024 4:12 am
The global advertising industry is not only growing and expanding: above all, it is changing its “colour”, traditional media are being overwhelmed by the digital world and AI, and everything points to a lasting empire of “content creators”. How will this impact the large advertising corporations? For now, yesterday it was learned that the fourth largest holding company on the planet will be acquired by the third largest and that the brand new mega-corporation will jump to first place in the ranking. There are several months ahead with a lot to discuss.
Memories of moj phone number data the futureSigfried Farmon (All creatures, great and small) wearing a green St. Nicholas costume. The English series, set in the 1930s, is contemporary with the Coca-Cola campaign, with a Santa Claus whose attire is predominantly red.
By Jorge Raúl Martínez Moschini
Chairman of Adlatina Group
The final months of 2024 are busy for the marketing and advertising industry. On Sunday, December 8, The Wall Street Journal broke news that would become a bombshell the next day: Omnicom acquires IPG. An agreement that will be finalized in the second half of 2025, but which will begin with the integration sessions that should take place between January and February. Omnicom (OMC: this is how it will work on the New York Stock Exchange) will become the largest holding company in the world, with a turnover of 25.6 billion dollars, and will relegate WPP (15 billion in turnover) and Publicis (14 billion) to a fight for second place.
One seasoned industry executive with years of experience in the corporate world put the mega-merger in surgical precision: “Pure survival instinct.” If there’s one thing this deal doesn’t raise too many tensions for, it’s competitive accounts. “Over the past ten years, advertisers have become much less sensitive to competitive conflicts and have accepted that agency consolidations can be financially beneficial, which outweighs any emotional sensitivity they may have about working with the same agencies as their competitors,” said ID Comms CEO Tom Denford.
The reality is that this agreement changes the perspective, at least in the initial reflection, of what for more than two years has been perceived as the weakening of Omnicom's flagships in Latin America, of course with major exceptions. Will the trend started by WPP continue by merging many of its big names into a few units? Will the same happen in the new holding company that John Wren will lead? Is it illogical to think that DDB, TBWA, BBDO, McCann and FCB, among others, will stop being individual ventures? How will PHD, OMD, IPG Mediabrands, the media agency networks, work? Undoubtedly, beyond a financial business, the strong point of this agreement will be the synergy and technological reinforcement. A race in which both holding companies, IPG and Omnicom, have been looking back at Publicis (above all) and WPP.
Memories of moj phone number data the futureSigfried Farmon (All creatures, great and small) wearing a green St. Nicholas costume. The English series, set in the 1930s, is contemporary with the Coca-Cola campaign, with a Santa Claus whose attire is predominantly red.
By Jorge Raúl Martínez Moschini
Chairman of Adlatina Group
The final months of 2024 are busy for the marketing and advertising industry. On Sunday, December 8, The Wall Street Journal broke news that would become a bombshell the next day: Omnicom acquires IPG. An agreement that will be finalized in the second half of 2025, but which will begin with the integration sessions that should take place between January and February. Omnicom (OMC: this is how it will work on the New York Stock Exchange) will become the largest holding company in the world, with a turnover of 25.6 billion dollars, and will relegate WPP (15 billion in turnover) and Publicis (14 billion) to a fight for second place.
One seasoned industry executive with years of experience in the corporate world put the mega-merger in surgical precision: “Pure survival instinct.” If there’s one thing this deal doesn’t raise too many tensions for, it’s competitive accounts. “Over the past ten years, advertisers have become much less sensitive to competitive conflicts and have accepted that agency consolidations can be financially beneficial, which outweighs any emotional sensitivity they may have about working with the same agencies as their competitors,” said ID Comms CEO Tom Denford.
The reality is that this agreement changes the perspective, at least in the initial reflection, of what for more than two years has been perceived as the weakening of Omnicom's flagships in Latin America, of course with major exceptions. Will the trend started by WPP continue by merging many of its big names into a few units? Will the same happen in the new holding company that John Wren will lead? Is it illogical to think that DDB, TBWA, BBDO, McCann and FCB, among others, will stop being individual ventures? How will PHD, OMD, IPG Mediabrands, the media agency networks, work? Undoubtedly, beyond a financial business, the strong point of this agreement will be the synergy and technological reinforcement. A race in which both holding companies, IPG and Omnicom, have been looking back at Publicis (above all) and WPP.