In this episode of Agency Business, Brian Wieser and Olivia Morley are joined by Jay Pattisall, vice president and principal analyst at Forrester, to discuss the biggest agency news of the year (and probably the decade): Omnicom’s acquisition of IPG. Wieser, Morley, and Pattisall share their insights into the implications of this deal, including:

• What the acquisition signals about the future of agency holding companies.
• How IPG’s media and creative operations might integrate into Omnicom’s structure.
• Why consolidation of brands seems likely, despite public assurances to the contrary.

The discussion also explores broader trends in the agency world, such as:

• The Forrester Wave for media and creative agencies.
• Intelligent creativity—where AI and advertising services intersect.
• How agencies are incorporating technology into their service models to create new revenue opportunities.

• [1:50] Introducing Jay Pattisall and his role at Forrester.
• [3:15] Exploring the Forrester Wave, intelligent creativity, and key industry trends.
• [8:40] Are agencies becoming software companies? Wieser, Morley, and Pattisall reflect on the concept.
• [12:00] Breaking down Omnicom’s acquisition of IPG—what it means for agency brands and operations.
• [16:30] Predictions on consolidation and restructuring within Omnicom Media Group and creative networks.

Jay Pattisall is a vice president and principal analyst at Forrester, where he conducts research on agency performance, advertising and marketing trends, the intersection of AI and creativity, and more. Learn more about Jay and his work on his Forrester analyst page.

For sponsorship inquiries or to discuss potential guests, email Brian at brian@madisonandwall.com and Olivia at olivia@fusionfrontmedia.com.

Follow FusionFront Media on LinkedIn and Madison and Wall on LinkedIn for updates.

Explore our other podcasts:

• Screen & Sponsor – Olivia & VaynerMedia media manager Jessie Holder explore how brands are shaping Hollywood.
• The M&W Podcast – Brian opens up about his latest work—plus crucial economic, financial and other trends industry leaders should be watching.