As Omnicom and IPG Combine, the Definition of Creativity Evolves | Muse by Clios

"The recent consolidation of major legacy networks within the newly combined Omnicom/IPG structure is more than a merger. It signals a reckoning that has been in the works for years. One that some have denied and others have ignored. But one that is now being felt by everyone. Too often, holding companies are focused on history, rather than striving to evolve for the future. Simply put, big agency groups are struggling to keep up with what businesses and brands need right now."

"While the merger has prioritized fewer, more defined agency networks, creative relevance is increasingly tied to fluency and fluidity across a broader landscape. Adaptability, cultural responsiveness and understanding increasingly rapid changes in technology are key. Brands now operate in a world where cultural moments emerge and fade in hours, where platforms rewrite behavioral norms faster than ever-and where AI is reshaping production, ideation, personalization and distribution."

Major legacy networks have consolidated into a newly combined Omnicom/IPG structure, marking a systemic reset rather than a simple merger. Holding companies remain anchored to historical models while failing to meet current brand needs. Creative relevance now requires fluency across channels, cultural responsiveness, rapid technological understanding and adaptability. Brands face accelerating cultural moments, shifting platform behaviors and AI-driven changes to production, ideation, personalization and distribution. Effective creative partners blend traditional craftsmanship with digital-native agility, integrating design, experiential, social, technology, data, content, media and AI under collaborative, hybrid structures to deliver flexible, timely and culturally attuned work.

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