Omnicom expands Creo into a global brand: The agency will unify creator strategy across markets, blending AI tools, media partnerships, and performance goals.

The Big Four data war: Omnicom and Publicis are pulling ahead in AI and productivity tools. How will others respond?

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

FTC escalates Omnicom-IPG merger review: The $13 billion deal faces regulatory scrutiny over potential impacts on media competition and pricing power.

R/GA exits IPG, embracing AI-led innovation: A $50 million investment fuels its future as it competes against consolidating agency holding companies.

What Q4 tells us about the big four agencies: Omnicom and Publicis enjoyed strong quarters as they prepare for Omnicom’s IPG acquisition.

What Omnicom-IPG’s tepid revenue outlook means: The two ad giants could upend agency dynamics, but tech firms are the industry’s real power brokers.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

On today's podcast episode, we discuss why Omnicom and IPG are merging, and who will be most impacted as a result. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst Daniel Konstantinovic.

Major advertising holding companies take divergent approaches to return-to-office policies: Employee retention and satisfaction hang in balance.

What Omnicom and Interpublic’s merger means for the industry: The Big Four will become the Big Three in a move that shifts industry power dynamics.

Edelman wants to rely less on top-funnel brands: Layoffs show the company attempting to diversify revenues and meet demand for marketing services.

Return to office comes for the ad industry: Publicis laid off hundreds of employees who didn’t comply with RTO. How is the rest of the Big Four approaching it?

The ad agency ecosystem is vast, complex, and ever-changing. It now faces changes brought on by AI and clients’ shifting preferences over how and where to spend their advertising dollars.

Mixed results from the Big Four ad firms mark a turbulent period: Concerns about the regulatory landscape and tariffs weigh on spending.

Retail media has transitioned from its 1.0 era, defined by on-site search and sponsored product ads, into the era of retail media 2.0, which consists of a mosaic of ads on-site, in-store, and across other media channels. “The opportunity gets much bigger, but realizing the opportunity also gets a lot more complex,” our analyst Andrew Lipsman said on “Behind the Numbers: Reimagining Retail.”

Omnicom will integrate Google’s generative AI into its ad tech stack: With Omnicom and WPP backing generative AI, the rest of the industry will be swift to follow.

Ad agencies are split on generative AI. Some are diving into the emerging tech with partnerships and acquisitions. Others are wary of the hype. With major ad platforms like Meta, Google, and TikTok developing their own AI tools, agencies need to establish a clear approach—or risk irrelevance.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

The pandemic put pressure on media budgets and changed users’ listening behaviors, forcing advertisers to restructure their audio strategies.