Marketing Briefing: Why holding companies are taking a 'platform' approach to pitch more cohesively

How holding companies are leaning into consolidation and what this means for agency brands Recently, Digiday+ members have been diving into a new marketing briefing that explores how holding companies are embracing consolidation and its impact on agency brands. These briefings are delivered weekly to members, covering topics like marketing, media buying, media and the future of TV. Get a glimpse of this exclusive content below, and [subscribe]( for full access to all of our original research, weekly briefings, reports and guides, member events and more. [Marketing Briefing: Why holding companies are taking a ‘platform’ approach to pitch more cohesively]([ ]( By Kristina Monllos, senior marketing editor Holding companies are taking a more cohesive approach to pitch advertisers. Omnicom is the latest to make structure changes to solidify this shift. Last week, the holding company revealed a new structure for its creative agencies, deemed Omnicom Advertising Group, with TBWA Worldwide CEO Troy Ruhanen at the helm. The move is an effort to deliver “seamless” creative services around the globe to clients, according to a statement from Omnicom chairman and CEO John Wren. Structure shifts like Omnicom’s recent move have become commonplace at holding companies in recent years. How they shake out differs by holding company. Some have parted ways with agency brands altogether in favor of one unified brand like Denstu while others have consolidated agencies like WPP’s move to merge Wunderman with VML. “Holding companies were about scale, aggregating as much revenue as possible and, to a lesser extent, about having conflict shops,” said Andrew Essex, senior managing partner at TCS Interactive. “Now that is too much and it’s much better to be one throat to choke with an end-to-end offering that you call a platform [managing everything] from ideation to implementation.” [READ MORE]( What industry leaders are reading this week [Digiday+ Research: Pinterest surpasses X when it comes to brands’ usage of UGC-focused social platforms]( [Future of TV Briefing: How the TV, streaming and digital video industry spent its summer]( [Media Buying Briefing: As sports enjoys a moment, buyers find new ways to get in via influencers and CTV]( [Marketing Briefing: Why companies need to consider long-term brand health amid DE&I pullback]( Unlock unlimited access to stories and so much more when you [subscribe](. [Share]( [Tweet]( [Share]( [Forward]( Digiday Media 462 7th Ave Office 06-01 New York, NY 10018 You received this email because you're signed up to receive email from Digiday. Unsubscribing will remove you from ALL Digiday email. [Preferences]( | [Unsubscribe](