Why consolidation means a potential payday for non-holdco agencies that target the ‘forgotten middle’
Judging from the reaction to the news of Omnicom’s planned acquisition of Interpublic Group near the end of 2024, there’s a strong expectation that 2025 will see the biggest of the agency groups get bigger. Size and scale will be vital for them to compete with each other.
But getting so large means seeking out the largest multi-national marketers that need that global heft to execute their media — the P&Gs, Coca-Cola’s and General Motors of the marketing world. Together they make up a large swath of media spend.
And that leaves a whole world of smaller and mid-sized marketers left on the sidelines of the holdco game — the “Forgotten Middle,” as one independent media agency CEO coined it — and looking for agencies that will bring them their A teams and innovative solutions.
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Source:: Digiday
