Omnicom-IPG Merger: India's Ad Market Demands Trust Beyond Scale

• The Omnicom–IPG merger offers global scale and efficiency, appealing to large Indian advertisers seeking cost savings on massive media budgets.
• Indian CMOs are increasingly prioritizing trust, transparency, agility, and senior attention over mere scale and global tools in media pitches.
• Mid-sized and emerging brands fear becoming deprioritized, seeking faster turnaround, customized AI-led planning, and seamless multimedia integration.
• Advertisers demand clarity on principal-based buying (PBB), talent continuity, and governance, with audit rights and clear separation of roles becoming non-negotiable.
• The consolidation may inadvertently boost independent agencies, as clients seek agile partners with guaranteed senior bandwidth and transparency.

Why It Matters: India's ad market tests Omnicom-IPG: scale alone won't win; trust, agility, and talent are key.