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Recent merger and acquisition activity has mainly taken one of two forms.
On one hand, consulting and technology firms seeking CMO dollars have gobbled up ad shops. Examples include Deloitte's acquisition of Heat last week and IBM's January absorption of Resource/Ammirati, one of several deals the tech giant has made.
Conversely, traditional advertising companies have made buys in an effort to broaden their appeal and become more competitive.
Monday's sale of London-based digital shop Potato to WPP's AKQA in San Francisco falls into the latter category.
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