How does a holding company decide if they want to acquire an independent agency? Aside from their profit and loss statement?

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Many of the big holding companies have a bias towards digital, data driven agencies to add to their portfolios, in addition to the financials. All of the major holding companies are publically traded. Their major shareholders want to see that they are not overly indexed on "traditional" marketing and advertising and that they are buying/acquiring the assets, talent and IP for where marketing is "going" in the future. But once acquired they apply their old, out of date, top heavy (and overhead cost heavy) org model. Then everyone bails from the acquired agency and the holding company has a shell of the thing they bought. But they are okay with that because they were able to satisfy the shareholders for awhile.


Clients, awards, fit with existing offerings/agencies. Maybe even who are they losing pitches to.

“Which agency can I merge with this new one hmm”

Yeah I don’t get it. They buy new agencies but merge existing good ones because they have too many agencies.

Trying to fill a gap in service offering

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