Publicis Global CSO Carla Serrano Explains How Convergence Will Play Out in the Ad Industry in 2022

Agencies need to prepare for more consolidation of accounts

Agency reviews in 2021 pointed to one very clear trend: Many big brands desire a simplification of their agency partners and will trade in specialty shops or local partners in order to gain the scale and efficiency of a single holding company partner. Across Adweek’s look at the biggest account changes last year, numerous reviews resulted in consolidations like WPP landing most of the Coca-Cola account and Omnicom snagging Home Depot, Philips and Mercedes Benz.

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