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The cost-cutting era will lead to more agency combinations

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In a bygone era — we’re talking about late 2018 — the ad agency world got a snicker out of WPP Group’s decision to combine the storied agency Y&R (nee Young & Rubicam) with digital shop VML to create….
Last week, the agency world got a possibly more convoluted thanks to new combined creative network, Dentsumcgarrybowen.
Current conditions being what they are, and the outlook as grim as it is, expect more challenging names in agency world.
Agency executives told me they’ve seen interest from marketers on agency consolidation already — it makes sense, having one neck to squeeze is certainly easier than trying to manage an agency roster.
Overall, the consolidation acceleration is about finding efficiencies in a tight market, according to agency execs and industry experts.

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