The news: Omnicom’s recent IPG acquisition caused waves in the ad industry, but an opportunity for small and independent agencies to make ground is emerging amid the chaos.

In a conversation with EMARKETER, Alex Sobel, co-founder and managing partner of events company Millennium Alliance, outlined the benefits that Omnicom’s acquisition is creating for small and independent agencies and what the company is hearing from its CMO clients.

Creating opportunities: As CMOs anticipate industry disruption, they are also seeing a “once in a blue moon opportunity for small- and medium-sized agencies to get their foot in the door,” Sobel said.

CMOs are responding to Omnicom’s acquisition by reassessing their agency relationships—creating new opportunities for conversion as CMOs “evaluate the current landscape and ponder their next move.” In response, “market share is up for grabs” in a way it wasn’t previously.

For small agencies and independents, the advantage is timing: Firms that wouldn’t typically secure meetings are suddenly getting a seat at the table.

CMOs question consolidation: Consolidation may strengthen AI capabilities, but CMOs are concerned that consolidation could harm creativity.

“Consolidation can bring more integrated capabilities, but CMOs also worry about less choice, higher costs, and slower innovation,” said Sobel. “Creativity may be squelched as shareholders—not clients—are suddenly at the heart of decisions.”

Many of the CMOs Sobel works with increasingly value independent agencies for their niche expertise. While Omnicom’s move may appeal to shareholders seeking scale and efficiency, it also creates an opening for independents to prove their value as creativity risks being deprioritized.

Short-term disruption creates strategic opportunities: CMOs across the board are anticipating integration pains, leadership changes, and mass disruptions for those working with Omnicom. These uncertainties are precisely what is creating agency opportunities.

“The acquisition has provided a valuable window,” said Sobel, as CMOs are concerned over “reductions in headcount and new leadership.” A possible “talent exodus” from Omnicom’s mass layoffs are likely to drive top talent to independents. Agencies that can show “proven outcomes, talent quality, and cultural fit” have a chance to prove their value amid uncertainty.

Implications for agencies: Omnicom’s IPG acquisition is forcing CMOs to rethink long-standing agency relationships—opening a rare window for small and independent agencies to compete. As efficiency and scale take center stage, agencies that can deliver speed, specialized expertise, and standout creative talent have a timely opportunity to win business that once felt out of reach.