The Omnicom/IPG deal creates the largest agency group in history. While this move signifies scale and opportunity, it also sparks questions about the future of creativity, agency culture, and independence in an ever-evolving industry.
Emily Siegel, co-founder and president of Lafayette American, offered her perspective during a candid Indie Agency News Open Mic discussion, highlighting both the allure and challenges of such consolidations.
“Philosophically, I get it,” she shared. “Look at the scale, look at the access to data… but in practice, it’s just too big. No one’s talking to each other. There’s not any connectivity.”
For Siegel, the sheer size of these holding companies often results in inefficiencies that undermine their intended benefits. Clients might be impressed by the promise of integration, but as she pointed out, “How long will it take to actually present that and make it happen?”
One key concern is the psychological impact on agency employees, especially junior and mid-level talent who may face trepidation in the wake of such acquisitions. Reflecting on her experience in Detroit, Siegel noted how similar moves by General Motors led to significant job losses and agency consolidations.
“This merger means McCann and Campbell Ewald are going to merge, with CE moving out of downtown Detroit to the suburbs,” she explained. The ripple effects of these changes are felt not just in logistics, but in the lives of the people who power these agencies.
For independent agencies, however, the story is different. Independence offers agility, transparency, and a deeper connection to creativity. “Everybody on our team knows the state of the business,” Siegel emphasized. “They have so much more transparency, so much more skin in the game.” At Lafayette American, this hands-on approach fosters an environment where creativity thrives, unencumbered by the red tape of holding companies.
But does this mean independents can’t match the global capabilities of their larger counterparts? Not at all, says Siegel. “We know what we need to do as a center of excellence, and then we can bring in experts to custom-build teams. Whether it’s a planner based in Switzerland or digital producers with native AI expertise, we have the flexibility to scale as needed.” This nimbleness, paired with a focus on creativity, gives independents a distinct advantage in addressing modern marketing challenges.
As the advertising landscape evolves, Emily sees opportunity for both holding companies and independents. “The value of independence,” she said, quoting Wieden+Kennedy’s global CEO, Neil Arthur, “is actually greater when consolidations happen. It allows you to be flexible enough to change and evolve with the business.” For clients weighing their options, her message is clear: “Take a look over here. We’ll help you.”
In addition to Siegel, we asked industry experts to weigh in with their thoughts on the deal.
Here’s an extended draft, now incorporating insights from the uploaded responses in a Q&A format to highlight different perspectives on the Omnicom-IPG deal.
What’s Good About the Merger?
Mitchell Caplan, Marketing Transformation Consultant:
“Maybe, maybe good for shareholders if the outcomes drive growth in some way. But that’s a big ‘if.’ The jury is still out on whether this consolidation benefits the industry as a whole.”
John Birnsteel, CEO of Doe-Anderson (with a wink):
“It makes a lot of sense. I mean, isn’t the best way to attract creative talent to try and construct as massive a corporate bureaucracy as you possibly can? What the industry needs right now is this holding company of holding companies.”
Christian Gani, Partner at Øuterkind:
“Hard to see much other than increased scale globally, which does have its benefits for servicing massive multinational clients. But the success of this merger really depends on execution.”
Mandana Mellano, Founder/President of PEONY Talent:
“This could be an opportunity for smaller, independent agencies to stand out. When the big players consolidate, it often leaves space for innovative, agile shops to shine.”
What Concerns You About This Deal?
Mitchell Caplan:
“Loss of talent. Loss of clients. There will be layoffs—there’s no question. And the unfortunate reality is that some great people will lose their jobs as a result of this consolidation.”
Christian Gani:
“Lots. Firstly, people are going to get laid off. That’s inevitable. Secondly, the culture clash between these two massive companies could lead to inefficiencies and confusion, especially in the early stages.”
Mandana Mellano:
“Some level of reduction in force (RIF) feels inevitable in an acquisition of this size. It’s tough to see how this doesn’t result in redundancies across teams, and that always impacts morale.”
Unnamed Senior Leader at Holding Company:
“As a [holding company] employee, I’m concerned about what this means for competitive dynamics. Will this consolidation force other holding companies to respond in ways that further destabilize the market?”
What’s the Ugly Truth?
Mitchell Caplan:
“In the press releases, the word ‘creativity’ was used sparingly—if at all. That says something, doesn’t it? If creativity isn’t front and center, what’s the real message we’re sending to clients and the industry?”
Christian Gani:
“It just looks shitty. Two massive, competing machines trying to become one super-machine? It doesn’t exactly scream innovation or forward-thinking. It feels like a regression.”
Unnamed Holding Company Leader:
“You already know there will be massive layoffs. That’s the bottom line. It’s hard to dress that up as a positive, no matter how it’s spun in the press.”
Are There Any Silver Linings?
Christian Gani:
“The silver lining might just be that when clients see how unwieldy these mega-holding companies can become, they’ll start exploring more nimble, independent agencies. That’s where real innovation is happening.”
Mandana Mellano:
“This could actually be a great opportunity for independents to step up. When big agencies consolidate, they often lose touch with the personalized, creative solutions that clients crave. That’s where independents shine.”
Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
