New strata lines are forming across the top layers of the agency world, as the Big Three (Publicis, Omnicom and WPP) cement their status as top dogs in size, scale and clout. That much is undeniable.
But entirely new formations, alliances and brand revamps are taking place in that second tier of major agencies, which depending on which consultant you speak with, can include Dentsu, Havas, Horizon, Stagwell, and even Brandtech Group, Dept, MSQ, Tinuiti, WPromote or PMG. Oddly enough, few consultants even bring up S4 Capital, even though Martin Sorrell’s Monks operation is working hard to get back on track by essentially handing over more work to AI.
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