Hasta La Creative!

Many are mulling over what the biggest merger in advertising history means for the industry — and not just at agencies directly affected by the marriage of Publicis Groupe and Omnicom Group. Some are concerned this new Goliath could squash the masses of smaller Davids with their joined resources, data and footprint.

But proponents of the independent-ownership model are urging small agencies not to fear being squeezed out, but to strike while the iron’s hot. As the merger faces regulatory review during the next few months, their hope is that the two behemoths will be sidetracked, allowing smaller shops to recruit talent and attract new clients.

“This as a giant opportunity,” said Gary Burandt, exec director at Icom International, an independent agency network. “You’re going to have a lot of [Publicis Omnicom] agencies being very distracted in the near term.”

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