Contributed by EMARKETER

The news: Omnicom’s recent IPG acquisition caused waves in the ad industry, but an opportunity for small and independent agencies to make ground is emerging amid the chaos.

In a conversation with EMARKETER, Alex Sobol, co-founder and managing partner of invitation-only community for C-suite executives The Millennium Alliance, outlined the benefits that Omnicom’s acquisition is creating for small and independent agencies and what the company is hearing from its CMO clients.

Creating opportunities: As CMOs anticipate industry disruption, they are also seeing a “once in a blue moon opportunity for small- and medium-sized agencies to get their foot in the door,” Sobol said.

CMOs are responding to Omnicom’s acquisition by reassessing their agency relationships—creating new opportunities for conversion as CMOs “evaluate the current landscape and ponder their next move.” In response, “market share is up for grabs” in a way it wasn’t previously.

For small agencies and independents, the advantage is timing: Firms that wouldn’t typically secure meetings are suddenly getting a seat at the table.

CMOs question consolidation: Consolidation may strengthen AI capabilities, but CMOs are concerned that consolidation could harm creativity.

Click here to read more about the new opportunities emerging for independent agencies.

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