Intended or not, the new Omnicom will forever change agencies as we've known them

"the world's leading marketing and sales company built for intelligent growth in the next era of marketing."

"Omnicom is setting a new standard for modern marketing and sales leadership - creating stronger brands, delivering superior business outcomes, and driving sustainable growth."

"They also operate as merchants reselling proprietary media and software ... Put simply, your agency is no longer just an agency."

"They're making more money as a seller than any kind of agency. So the idea of them being agencies, that's gone - it's a point of no return."

Omnicom completed a $13.25 billion all-stock acquisition of Interpublic, forming the world's largest agency holding company with $26 billion in revenue and nearly $75 billion in billings. The combined company now brands itself as a marketing-and-sales organization focused on intelligent growth and delivering superior business outcomes. Large holding companies are increasingly acting as merchants, reselling proprietary media and software and negotiating exclusive media deals. The shift moves these organizations away from purely client-centric services toward principal media ownership and inventory sales, changing the fundamental role and revenue model of major agencies.

Read at Digiday