What does the Omnicom-IPG deal mean for marketing pitches and reviews?

Omnicom’s proposed plan to acquire Interpublic Group, revealed at the beginning of this week, has thrown the advertising business into disarray.

It’s also thrown a spanner in the works for marketers who are currently in the middle of agency reviews.

CMOs already have to weigh up agencies’ tech savvy, their media buying capabilities and, in some cases, their creative chops in order to judge which shop’s best for their brand. They’re tasked with tempting an agency to make their best (and best value) offer, while seeing through the dazzle of the pitches themselves.

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