As agencies merge, agency brands may wane in importance
The push for efficiency at agencies continues apace. As holding companies continue to merge agencies, various agency brands seem to matter less than they once did.
Last Tuesday, WPP announced that Wunderman Thompson and VMLY&R would combine to become VML. The holding company touted the merger as the creation of the “industry’s largest creative company.” Both the VMLY&R and Wunderman Thompson agency brands were already the result of previous agency mergers: In 2018, VML and Y&R became VMLY&R. That same year, J.Walter Thompson and Wunderman combined to form Wunderman Thompson.
But that’s just one example. In August, Dentsu announced it would “unify Merkle’s media capabilities under iProspect.” This past February, Stagwell folded YML into Code and Theory’s network of agencies. And in June of 2022, Dentsu lauded the formation of Dentsu Creative during the Cannes Lions festival that year.
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Source:: Digiday
