There was recently some ginormous news in the ad industry where the Publicis and Omnicom holding companies announced a $35 billion mega-merger. But perhaps most surprising wasn’t that the merger took place, but how it was positioned. As reported by the online pub Digiday:
(Omnicom) CEO John Wren explained the merger, saying that gathering, sorting and using data had become a fundamental part of agency work, and combining would help the two agencies do the job better. The new mega agency…would be able to use data at a scale that would put them on par with data rich companies such as Facebook and Google.