Future of Marketing Briefing: The tells and flops that will define Omnicom-IPG mega holdco

Let’s dispense with the preambles. The discourse machine has already burned through its takes on Omnicom finally sealing its long-planned purchase of IPG. A year of speculation has a way of numbing the senses, and no one needs another breathless prediction about what it all means. 

What’s worth your attention now is narrower and more practical. The merger creates an oversized organism at a moment when the holdco model is already straining. The real story will sit in how this newly fused entity behaves — whether it breaks from the patterns that defined both parents or simply scales them. The signs will show up quickly: how they integrate data assets, in the discipline of client transitions, in the pace of leadership consolidation. 

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