"Agencies as a platform business is a buzzy thing to say, but there isn't a standard definition of that phrase," said Joe Maglio, highlighting the ambiguity surrounding the concept.
The reality is that the merging of Omnicom and IPG may lead to nothing more than a rebrand of business as usual, echoing a long history of unfulfilled promises.
Investors react skeptically to the merger; Omnicom’s stocks dropped by 10.47%, suggesting a lack of confidence in the supposed transformative value of the deal.
The consistent promotion of agencies as platforms seems to be more about the aspirations of their CEOs rather than a tangible, innovative shift in operations.
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