OK. I love this and I hate this. It hits way too close to home. All of the “efficiencies” and “synergies” are so ridiculously malicious IRL.
The past two years have been miserably soul-crushing. And now I’m one of the thousands affected by Global Omnivore Corp’s “restructuring.”
I hate what this industry has become.
Clients, why would you ever work with a holding company agency again? Why?!?
Indie agencies, I hope you are finding a way to thrive. And keep your creative soul alive.
https://honeywired.com/mad-ave-massacre/
Rising Star
I hate it, because it makes the holding companies’ decisions feel logical. Even practical. Clients would agree that we should reduce overhead.
I think there’s a HUGE opportunity to convince holding companies that they’re paying millions for a miserable skeleton crew while most of their money gets funneled to one or two people.
But clients don’t care if we reduce headcount. Most huge agencies bill for too many people. The problem is that we cut from the bottom of the org chart when it should be the top.
People CAN make a good living working in small Indies with small brands. I work with small brands (as an in-house director). And the amount of money we willingly spend on outside creative and other work is eye opening based on what I expected. But hire full timers... yeah no ;)
But seriously, if you are a small shop with 3-4 senior people and you did all the work we did in 2025, the total billings added up was easily close to 1mm or more in agency costs. And knowing what I know under the tent, 3-4 people at the agencies probably did all the work anyways.
Point is, there is a whole world of small brands with decent money who are never going to work for Omnicom who need friends. way more.
I really hope the indies take this chance to shine. It’s their moment.
Rising Star
The worst part is never knowing when the axes are going to stop dropping
Rising Star
Right? Wouldn't it be great if they just sent out an email: "You survived! Everyone's safe for the next year."
I survived a few Mad Ave Massacres when I started at DDB. It’s horrible. And look, now there’s no more DDB. I’m so sorry, and I wish you the best of luck. 🤞
I’m at an indie shop, and I’m grateful for it every day. Yes, the stress of having no backing is there, but it at least feels like we’ll have gone out swinging.
I’m as heartbroken as any, but I just think capitalism and media evolved in a way where what we did and loved for several decades doesn’t do what it used to (from the client’s perspective). It’s sad, but it’s also likely the case.
Rising Star
"Global Omnivore Corp!" Love it.