If Omnicom’s plan to acquire rival Interpublic (IPG) goes through, the new advertising conglomerate will tower above all others in the industry, in terms of both total revenue and employees.
Not everyone is happy about it.
Recent survey data shows a larger percentage of marketers disapprove of the merger (27%) than approve (15%).
The online poll of ADWEEK readers ran from Dec. 17 through Dec. 20. Among the more than 350 survey participants, about two-thirds of respondents indicated they worked for either a brand, media company, or advertising agency.
Another issue that’s caused some concern in 2024 is the rise of media agencies purchasing inventory and then reselling it to clients at a higher price, as opposed to purchasing it on behalf of their clients—a practice known as principal-based media buying.
Marketers are split on the topic. Among ADWEEK readers familiar with principal-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 either very or somewhat good. Half that amount—22%—said it was either very or somewhat bad.
Overall, marketers have a more positive view of the coming year than negative. Nearly half of ADWEEK readers reported feeling optimistic about the advertising industry in 2025, compared to the 30% of respondents who expressed pessimism for the future.
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