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If Omnicom’s plan to acquire rival Interpublic (IPG) goes through, the new advertising conglomerate will be tower above all others in the industry, in terms of total revenue and employees.
Not everyone is happy.
Recent survey data shows a greater percentage of marketers disapprove of the merger (27%) than approve (15%).
The online survey of ADWEEK readers took place from December 17th to December 20th. Among the more than 350 participants in the survey, about two-thirds of the respondents indicated that they worked for a brand, a media company, or an advertising agency.
Another issue that has caused some concern in 2024 is the rise of media agencies purchasing inventory and then reselling it to clients at a higher price, instead of buying on behalf of their clients – a known practice as well as. principal-based media buying.
Marketers are divided on the topic. Among ADWEEK readers familiar with lead-based media buying, 38% approve of the approach, while 41% disapprove.
At the same time, 44% of survey participants described the current relationship between brands and their agency partners as very or somewhat good. Half of that amount — 22% — said it was very or somewhat bad.
In general, marketers have a more positive view of the coming year than negative. Nearly half of ADWEEK readers said they feel optimistic about the advertising industry in 2025, compared to 30% of respondents who expressed pessimism about the future.
