Media Buying Briefing: Looking at the implictions of Omnicom's IPG purchase, including if it doesn't happen

"It's the ability to be the clear leader in U.S. media billings, plain and simple," argued one executive with knowledge of IPG's corporate moves. "Publicis has had a fantastic couple of years, WPP has been the longtime leader. Everybody's done better than IPG, for a variety of reasons. But for similar reasons, anybody would want to have IPG's strength in the U.S."

"The world they're solving for is an old world," quipped one senior agency exec outside both holding companies who spoke on condition of anonymity. This reflects skepticism about the deal's relevance in an evolving industry.

Read at Digiday