Omnicom + IPG finalize merger, forming the largest ad-holding company globally

What happened: Omnicom finalized its acquisition of IPG, creating the largest ad-holding company in the world and consolidating dozens of major agency networks under a single umbrella.

Why it matters: This fundamentally reshapes agency power dynamics. With two of the biggest networks now merged, the agency landscape becomes more consolidated, more competitive, and potentially less accessible for small/independent agencies. It also signals a shift toward in-house + hybrid models as brands reconsider external dependencies.

The takeaway: If you partner with agencies, or you are the marketing team, expect ripple effects: pricing shifts, service restructuring, and more pressure on agencies to prove strategic value, not volume.

Further reading: Business Insider coverage on Omnicom/IPG merger