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Probably they got a big discount. Then that discount will stay under omnicom.
It also includes media which was previously handled by WPP EssenceMedicom.
Now media will be handled by IPG/Omnicom.
I’m sure clients and the consultants knowing that Omnicom is acquiring IPG, knowing that BBDO/Omnicom has the creative, and maybe also wanted a fresh look at creative (FCB global lead the pitch especially creative and is supposedly will lead from a creative standpoint)
with all these factors put it all under review.
I’m sure the clients knew IPG/Omnicom were desperate to keep the creative but also win media, were able to negotiate really low fees for them to win it.
from what i gather at the start, IPG and Omnicom had to pitch against each other, when it all kicked off back in June.
Yep was on that pitch for a bit so can confirm
The clients are aware and even called out the acquisition in the press release announcing this win -
“We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.”
Guess they got a good discount bundling all services - media, creative and production with IPG…
https://www.businesswire.com/news/home/20250929587381/en/Bayer-Selects-Interpublic-as-Global-Media-Production-and-Creative-Agency-Partner-for-Consumer-Health-Division