The real impact of media agency consolidation
Paul Murphy, managing director of Ebiquity, explains why team stability, technology access, and transparent trading models matter more than ever.
Paul Murphy - author
The consolidation reshaping the media agency landscape in 2026 goes far beyond the IPG–Omnicom merger.
With structural change also underway at WPP and Dentsu, and increased integration across creative, CRM, commerce, data and AI, the effects for advertisers run much deeper than a simple shift in media market share.
This is no longer just a story about bigger holding groups. It’s about whether clients retain control over who manages their business, how that work is delivered and what changes behind the scenes as groups redesign their operating models.
Great analysis, and further proof as to why clients are flocking to Indies! Better management of staff, faster turnaround on tool development, and transparency guaranteed!