Why the Omnicom-Interpublic Merger Matters

While I may not be considered the biggest expert on media buying, I’ve spent over 20 years working with agencies and directly with advertising partners. I’ve seen how spend decisions—good and bad—can ripple through a business's bottom line. That’s why news like the Omnicom and Interpublic Group (IPG) merger catches my attention.

Anytime businesses of this size decide to merge, the downstream impact is rarely as rosy as it’s perceived. Yes, it’s big news with massive implications for the marketing industry. But for brands, especially small to medium-sized businesses (SMBs), this shift serves as a moment to reflect on how—and where—you allocate your marketing dollars. Let’s unpack what this merger means and why the "bigger is better" narrative doesn’t always hold up for everyone.

What the Omnicom-IPG Merger Means for the Marketing World

The Omnicom-IPG merger combines two of the biggest players in advertising into a powerhouse that could fundamentally reshape how media buying and creative services are delivered. On paper, this sounds like a win-win for businesses. In reality, the picture is more nuanced, especially for companies with modest marketing budgets.

Here’s what’s at stake:

• Pricing Power Shift: With their combined clout, the new entity could wield significant influence over media rates, potentially driving up costs across the board.
• Fewer Choices: Consolidation reduces the diversity of options available for businesses, making it harder to find tailored, competitive solutions.
• Big Client Prioritization: Companies of this scale often focus on their biggest accounts, leaving smaller brands scrambling for attention and resources.

The Upsides—But Only for the Big Players

For global brands with deep pockets, the merger may streamline operations and offer integrated solutions. Benefits could include:

• Broader Capabilities: Access to cutting-edge tools, data-driven insights, and global campaign management under one roof.
• Consistency Across Markets: A single agency overseeing global campaigns can create cohesion for multinational brands.
• Negotiation Leverage: Large corporations might benefit from bundled services and bulk media buying discounts.

But let’s be honest—if you’re an SMB or even a mid-sized company, these advantages might never make it to your door.

The Case for Choosing Smaller Agencies or Consultants

As businesses react to this merger, SMBs should consider how their marketing needs are best served. This isn’t the time to compete for scraps from a mega-agency table. Instead, it’s the perfect opportunity to rethink your partnerships and lean into smaller, more agile teams.

Here’s why working with a boutique agency or consultant can be a game-changer:

1. Attention Where It Matters Large agencies juggle hundreds of accounts. When you’re not one of their marquee clients, your campaigns might take a backseat. Smaller agencies and consultants thrive on personalized attention—your success is their success.
2. Cost Transparency and Control Smaller partners don’t bury costs in layers of bureaucracy. You get clear pricing and a direct connection to the decision-makers, so your budget goes further.
3. Flexibility to Pivot In today’s fast-moving landscape, you need a partner who can adapt. Smaller teams can pivot quickly and adjust strategies in real time, an agility that big agencies struggle to match.
4. Innovative and Fresh Ideas Without corporate red tape, smaller agencies bring bold, creative approaches that resonate with audiences. They’re not just checking boxes—they’re crafting campaigns designed to break through the noise.

How SMBs Can Navigate This Changing Landscape

With major industry changes on the horizon, here’s how you can protect your marketing investments:

• Reevaluate Your Media Strategy: Understand where your dollars are going and whether those channels are delivering measurable results.
• Prioritize Relationship-Driven Partners: Seek out teams that are committed to learning your business inside and out—not just pushing cookie-cutter solutions.
• Leverage Digital Platforms: In an increasingly fragmented media environment, digital campaigns can provide cost-effective reach and real-time analytics.

Final Thoughts: Why Agility Beats Size Every Time

The Omnicom-IPG merger signals a new era of consolidation, but it’s a reminder that bigger isn’t always better—especially for SMBs. What matters most isn’t the size of the agency but their ability to align with your goals, stay nimble, and drive real results.

After two decades in the industry, I’ve seen firsthand how smaller teams with the right mindset can outperform even the biggest players. When you work with a consultant or boutique agency, you gain a partner who’s truly invested in your success.

Let’s face it: the marketing landscape is shifting, and now’s the time to ensure your business is set up for success. If you’re ready to work with someone who puts your goals first, reach out today. Together, we’ll create a strategy that works for you, no matter what changes the industry throws your way.