The Agency Upgrade January ’25

Letter From Our Leadership

Upcoming Change in the Industry Amplifies the Importance of End-to-End Agency Management Software

By Esther Cohen, Director of Marketing

The marketing industry has seen its share of disruption over the last few years, from the pandemic to the rise of GenAI. Now, the next big change isn’t tied to health, economics, or technology—it’s the mega-merger of Omnicom and IPG.

This merger wouldn’t have been possible without the transformative waves of change reshaping the marketing profession. As it unfolds, many marketing agencies and professionals within IPG may find themselves in one of these scenarios:

• Agency employees wondering if their roles will become redundant.
• Agency owners contemplating selling their businesses.
• Senior management preparing for new Omnicom infrastructure without plans to sell.

Regardless of the camp they fall into, each group stands to benefit from implementing or refining their use of end-to-end agency management systems. During times of major change, these systems can serve as a vital lifeline, helping agencies navigate uncertainty and find their North Star.

Why? Because when fully utilized, the data housed within an agency management system provides an honest perspective on:

• Areas of excellence
• Opportunities for improvement, both at the corporate and individual levels
• New avenues for growth

Without this technology, major changes such as acquisitions, layoffs, or restructuring can throw agencies into chaos, leading to operational, financial, and project setbacks.

In this month’s newsletter, we’re highlighting the value of agency management technology during periods of change, demonstrating how it can help agencies stay agile, resilient, and prepared for whatever comes next.