Marketers Prioritize Stable Agencies Over Large Networks Amidst Industry Upheaval

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Marketers Prioritize Stability Over Scale Amid Agency Turmoil

Clients are already pushing agencies harder on transparency, stability commitments and leadership continuity.

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Storyboard•23-03-2026, 17:07

Marketers Prioritize Stability Over Scale Amid Agency Turmoil

•Marketers are pushing back against agency instability caused by restructuring, layoffs, and mergers, threatening brand continuity.
•Omnicom's restructuring after its $13 billion acquisition of IPG has sparked concern among clients and the advertising community.
•Arjun Singh Chauhan, AVP and head of marketing at Apollo, emphasizes team consistency as the most critical factor for agency partnerships.
•Marketing transformation specialist Santosh Singh states that agency stability is now a strategic advantage, not just an operational preference.
•Brands like Kotak Life are actively avoiding agencies with internal turmoil, prioritizing long-term stability and consistent teams.

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